Abstract
The study is to focus on major factors that infl uence consumers in their impulsive buying behavior. This study aims to investigate whether such personal online fi nancial services will affect consumers' impulse buying intentions. This study is based on the consumer impulse buying model and studies the relationship between impulse buying intention and consumer self-efficacy and perceived value. The results showed that consumers who were more confident about their ability to use the " Ant Credit Pay " had a higher cognition of it, and were more likely to have impulse buying intention. Moreover, time pressure and the availability of money have an impact on the cognition of " Ant Credit Pay ", thus promoting the occurrence of impulse buying intention.
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