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Calculated from data.

One-Sample Kolmogorov-Smirnov Test

navigation
N
212
Normal Parametersa,b
Mean
15.9764

Std. Deviation
4.54617
Most Extreme Differences
Absolute
.116

Positive
.116

Negative
-.109
Kolmogorov-Smirnov Z
1.694
Asymp. Sig. (2-tailed)
.006
a. Test distribution is Normal.
b. Calculated from data.

One-Sample Kolmogorov-Smirnov Test

impulsivebuy
N
212
Normal Parametersa,b
Mean
12.1274

Std. Deviation
4.46554
Most Extreme Differences
Absolute
.153

Positive
.153

Negative
-.076
Kolmogorov-Smirnov Z
2.226
Asymp. Sig. (2-tailed)
.000
a. Test distribution is Normal.
b. Calculated from data.

پیوست 3) خروجی نرم افزار PLS: مدل اولیه پژوهش در حالت ضرایب استاندارد

پیوست 4) خروجی نرم افزار PLS: مدل اولیهی پژوهش در حالت آماره های t هر مسیر

پیوست 5) خروجی نرم افزار PLS: قابلیت پیشبینی کنندگی مدل اولیه

پیوست 6) خروجی نرم افزار PLS: مدل اصلاح شده پژوهش در حالت ضرایب استاندارد

پیوست 7) خروجی نرم افزار PLS: مدل اصلاح شده پژوهش در حالت آمارههای t هر مسیر

Abstract
Impulse buying is focused on those buying processes which simply break the borders of normal logical buying process, and are done after being influenced by some internal or external stimuli in a spare of moment and without complete evaluation of products’ alternatives. This subject especially in an online context becomes a popular one among researchers in management, economy and consumer behavior fields. The aim of this research is to identify and review the effect of hedonic and store environment on online impulse-buying according to the type of web-browsing. Research method is survey and of applied and descriptive type. Statistical population this research were citizens of the city of yazd and According to the calculations, sample size was estimated as 212 numbers that the same number of questionnaires was gathered among yazd citizens randomly. Cronbach’s alpha was obtained to review measures’ reliability. It was specified by Kolmogorov-Smirnov test that some variables of the research are not normal; for this reason, Smart-pls software has been used to analyze the data. Research results showed that hedonic has a positive and meaningful effect on impulsiveness and hedonic web-browsing and the effect of this variable on utilitarian web-browsing is not meaningful and impulsiveness, hedonic web-browsing, content and design of e-store also have positive and meaningful effect on online impulse-buying while utilitarian web-browsing has negative and meaningful effect on online impulse-buying. in addition, the effect of e-store navigation on online impulse-buying was not accepted.

Keywords: Online impulse-buying, Hedonic, store environment, web-browsing

Yazd University
Department of Business Management

Thesis Submitted
For the Degree of M.Sc.

Title:

Effect of Hedonic and store environment on online impulse-buying according to the type of web-browsing

Supervisor:
Dr. M. Alhoseini Almodarresi

Advisor:

Dr. M. Naderi Bani

By:
Abolfazl Aminian Jazi

June 2015

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