Understanding the impact of online customers’ shopping experience on online impulsive buying : A study on two leading E-commerce platforms
Osuva_Gulfraz_Sufyan_Mustak_Salminen_Srivastava_2022.pdf - Lopullinen julkaistu versio - 1.41 MB
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© 2022 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).
Research offers some indication that the online customers' shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers' attitudinal loyalty and self-control are not well understood areas of research. In this study, we examine how functional and psychological dimensions of the OCSE influence online impulsive buying within e-commerce platforms. We will investigate customers' attitudinal loyalty as a mediator between the OCSE and online impulsive buying behavior, and the customers' self-control as a moderator between customers' attitudinal loyalty and online impulsive buying. To analyze these relationships we will conduct an online survey (n = 1489) with customers of two leading Chinese e-commerce platforms: Jindong and Taobao. The findings from structural equation modeling indicate a positive relationship between the tested dimensions of the OCSE and customers' online impulsive buying. We also find a mediating role of customers' attitudinal loyalty and negative moderation of customers’ self-control. Theoretically, the findings contribute to the literature regarding online impulsive buying and the online customer experience. For managers, the findings stress the importance of ethical management with regard to the online shopping experiences.
Emojulkaisu
ISBN
ISSN
1873-1384
0969-6989
0969-6989
Aihealue
Kausijulkaisu
Journal of Retailing and Consumer Services|68
OKM-julkaisutyyppi
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä