Title Page
Abstract
Contents
Chapter 1. Introduction to the Study 13
Background of the Study 14
Problem Statement 17
Purpose of the Study 19
Research Questions 21
Theoretical Foundation 22
Conceptual Framework 26
Nature of the Study 29
Limitations of the Study 31
Significance of the study 32
Significance to Practice 32
Significance to Theory 34
Summary 36
Chapter 2. Literature Review 37
Review of Theoretical Research 38
Review of Empirical Evidence 44
Hypotheses Development and Research Model 75
Summary 94
Chapter 3. Research Method 97
Research Design 98
Variables Measurement 98
Questionnaire Design of Main Effect 105
Pilot Study 105
Population 106
Sampling Scale 107
Data Collection 107
Experimental Design 109
Experiment 1: the moderating effect of product involvement 109
Experiment 2: the moderating effect of reviewer level 112
Summary 113
Chapter 4. Results 115
Data Analysis 116
Reliability Analysis 118
Validity Analysis 120
Descriptive Statistics Analysis 128
Hypothesis Test Analysis 130
Summary 151
Chapter 5. Discussion, Conclusions, and Recommendations 153
Discussion 154
Implications 165
Limitations and Future Recommendations 169
Conclusions 171
References 173
Appendix: Questionnaire 190
Table 1. Motivation of Consumers to Comment 55
Table 2. The Classification of Impulse Buying 67
Table 3. Review of literature on impulse buying in online environment. 74
Table 4. Measurement Items of Online Review Content 100
Table 5. Measurement Items of Consumer Sentiment 102
Table 6. Measurement Items of Impulse Purchase Intention 103
Table 7. Measurement Items of Impulsive Purchase Behavior 104
Table 8. Measurement Items of Consumer Cognition 105
Table 9. Demographic Analysis of the sample 116
Table 10. Credibility Test Results of Internal Consistency 118
Table 11. Single Dimension Test 121
Table 12. The result of exploratory factor analysis 122
Table 13. Test of Model-Fit 124
Table 14. The Results of Convergence Validity Analysis 125
Table 15. Correlations of Constructs (Diagonal values are the square roots of AVEs) 126
Table 16. Descriptive Statistics of Variables 129
Table 17. Hypothesis Test Results 133
Table 18. The Regression Analysis of Impulse Purchase Intention on Impulse Purchase Behavior 135
Table 19. The Regulatory Role of Consumer Cognition 136
Table 20. The Intermediary Role of Consumer Sentiment 138
Table 21. Experimental Results of Product Involvement 140
Table 22. Experimental Results of The Reviewer Level 146
Table 23. Hypothesis Test Results 151
Figure 1. Online review exchange process 54
Figure 2. The Research Model of this study 94
Figure 3. Results of Path Analysis for Research Model. (*p〈0.05, **p〈0.01, ***p〈0.001) 132
Figure 4. Submodel-1 133
Figure 5. Submodel-2 135