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政大機構典藏 > 傳播學院 > 廣播電視學系 > 期刊論文 > Item 140.119/109341

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/109341

Title:	The influence of media multitasking on the impulse to buy: A moderated mediation model
Authors:	Chang, Yuhmiin 張郁敏
Contributors:	廣告系
Keywords:	Students;Impulse buying;Information utility;Social presence;Stimulus-organism-response (S-O-R) framework;The impulse to buy;Multitasking;college student;human;major clinical study;model;stimulus
Date:	2017-05
Issue Date:	2017-05-08 14:41:13 (UTC+8)
Abstract:	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. © 2016 Elsevier Ltd
Relation:	Computers in Human Behavior, 70, 60-66
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1016/j.chb.2016.12.071
DOI:	10.1016/j.chb.2016.12.071
Appears in Collections:	[廣告學系] 期刊論文

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