Abstract
With the rapid development of technology, Internet has changed people's lives and online community has become a comprehensive platform for exchanging ideas and shopping. This study develops and tests an environmental psychology model of online impulse purchase. The model captures the moderating effect of search and experience product type on the relationship between the online impulse buying intention and atmospherics in virtual community. 264 valid participants do online survey and the research used partial least squares (PLS) analysis to test the model. The results reveal that atmospherics (navigational characteristics, informativeness, and entertainment) in virtual community have positive effects on online impulse buying intention. In addition, product type was found to moderate the effect of atmospherics on online impulse buying intention. Last, the study provides available suggestions for online community content providers.
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