کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
4937276 1434621 2017 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The influence of media multitasking on the impulse to buy: A moderated mediation model
ترجمه فارسی عنوان
تأثیر چندرسانه ای رسانه ای بر انگیزه خرید: یک مدل میانجیگری مدون
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر نرم افزارهای علوم کامپیوتر
چکیده انگلیسی
This study explores whether and why media multitasking is related to the impulse to buy among young people. The results of an online survey of 993 college students supported the proposed moderated mediation model. For individuals with a higher impulse-buying tendency, media multitasking enhanced the buying impulse through the mediation of high perceived information utility. For individuals with a lower or moderate impulse-buying tendency, media multitasking enhanced the buying impulse through the mediation of high perceived information utility and social presence. The moderated mediation model extended the stimulus-organism- response (S-O-R) framework and demonstrated the moderating influence of an impulse-buying tendency.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 70, May 2017, Pages 60-66
نویسندگان
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