TY - JOUR
T1 - Cognitive and affective appraisal of online impulse buying: a multi‑mediation approach
AU - Chatterjee, Rajat Subhra
AU - Hameed, Irfan
AU - Cham, Tat Huey
PY - 2024/7/8
Y1 - 2024/7/8
N2 - 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 …
AB - 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 …
U2 - 10.1057/s41270-024-00338-7
DO - 10.1057/s41270-024-00338-7
M3 - Article
SN - 2050-3326
JO - Journal of Marketing Analytics
JF - Journal of Marketing Analytics
ER -