Abstract
In an attempt to gain new insights about impulse-buying behavior and its vital role in electronic shopping, this study used the stimulus-organism-response (SOR) model. This study will first explore how virtual atmospheric cues impact online trust, and then investigate the relationship between online trust and impulse-buying behavior, as mediated by perceived enjoyment. The study employed a quantitative design using a causal research approach through partial least squares-structural equation modeling (PLS-SEM) to assess links between variables. Sampling was chosen using a purposive technique with 363 respondents comprised of the millennial generation who have experienced buying in an online store in the Philippines. The result suggests that customers who perceived online content, design, reviews, and promotions of an e-store are more likely to trust the site. In addition, the positive relationship between online trust and impulse buying behavior is partially mediated by perceived enjoyment. Managerial implications for strengthening marketing methods to build customer trust in online commerce are highlighted.
Highlights
Online shopping has grown in popularity throughout the world since it provides a new option to acquire anything
To assess the parameters of the mediation model, the partial least squares-structural equation modeling (PLS-SEM) method was used with WarpPLS 6.0 software
This method was utilized since it has no distributional assumptions, is simple to deal with complicated models, is easy to deal with reflecting indicators, can handle small samples, and can assess correlations between unobserved latent constructs via both direct and indirect paths (Hair et al, 2016)
Summary
Online shopping has grown in popularity throughout the world since it provides a new option to acquire anything. With the rapid growth of competition online, retailers attempt to make their stores appealing to their target consumers. This becomes more difficult for retailers to differentiate themselves just based on their offering, the online shop itself becomes increasingly vital for market differentiation. While entirely new aspects such as environmental signals via which customers engage, as well as the way items and services are offered and displayed online, can differ dramatically from traditional marketing operations. Researchers studying online consumer behavior are increasingly turning to other subjects, such as psychology approaches and concepts (Martinez-Ruiz & Moser, 2019)
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