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Research Article Open Access

ANTECEDENTS AND EFFECT OF COMMITMENT ON THE IMPULSE BUYING BY INTERNET

Abstract

The impulse buying is an important phenomenon in consumer behavior and distribution in the context classic and virtual. The growth of services based on communication and information technology (CIT), especially the Internet has changed the way businesses and consumers interact. This article aims to provide a more complete understanding of the characteristics of the commercial website and the role played in the development of the pleasure of service and commitment to impulse buying. Analyses of data from 302 consumers Tunisian revealed that the attributes of the site (visual appearance, navigation, customized preview) are three important antecedents of the pleasure of serving consumers increasingly affecting their commitment to this site and therefore their buying impulse.

MOEZ Ltifi

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