Cognitive and affective appraisal of online impulse buying: a multi‑mediation approach

Rajat Subhra Chatterjee, Irfan Hameed*, Tat Huey Cham*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

Online shopping behaviour has undergone a metamorphosis due to new technological advancements. With the increasing popularity and dominance of e-commerce sites, the factors influencing an enhanced shopping experience, including high impulse buying tendencies, have evolved significantly. Recent studies have pointed out a lack of clarity in understanding the indirect effects of cognitive and affective components leading to increased impulse buying motivation on e-commerce platforms. This study aims to address this gap by examining the mediating effects of relevant cognitive (website credibility, visual appeal), affective (hedonic shopping motivation), and haptic (need for touch) factors on online impulse buying. Cognitive Appraisal Theory (CAT) is employed to illustrate the appraisal impact of these intervening constructs. The findings indicate that hedonic shopping motivation has a direct and multiple …
Original languageEnglish
JournalJournal of Marketing Analytics
DOIs
Publication statusPublished - 8 Jul 2024
Externally publishedYes

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