Abstract
Impulsive buying in online setting has become an epidemic as it represents a noteworthy proportion of online shopping. Impulsive buying behaviors with upcoming avenues for future research are under the constant considerations of academicians and practitioners. Despite abundant research on impulsive buying behavior in online context, research scholars demand for further research and empirical evidences for better understanding of the phenomenon. It is therefore worthy question to examine impulsive buying behaviors in online setting. This study seeks to model and empirically examine cognitive aspects as a precursor of emotional aspects that ultimately lead towards impulsive buying actions. This study used cognitive emotion theory and emotion-action tendency to model impulsive buying behavior in online context. Specifically, this study seeks to examine key cognitive aspect (ease of use, informativeness, perceived risk and perceived trust) and emotional aspects (pleasantness and arousal) on impulsive buying actions (web browsing and urge to buy impulsively). A total of 317 survey responses from shoppers of online stores were collected with the help of convenience sampling technique. To empirically test the measurements and propositions, structural equation modelling approach was used. From the results a significant model was emerged. In general results were in support of the assertions that cognitive aspects lead toward emotional aspects that resulted in impulsive actions. This study contributes to the literature of decision making, online retailing and e-commerce marketing. This study offers valuable insight and solid grounds to academicians as well as practitioners concerning online impulsive buying behavior by presenting empirical findings and important implications.
Highlights
Impulsive buying is regarded as a multifaceted buying behavior characterized by spontaneous, compelling and unplanned urge for immediate possession, with no or little evaluation of purchase or its consequences
To delineate the antecedents used by online retailers to evoke online impulse buying and effects of external stimuli on emotional state, are in need of further examination (Lin & Lo, 2016)
In re-specified model emotional response (ERESP) was treated as second order construct which was consisted of two dimensions: pleasantness (PLES) and arousal (AROS)
Summary
Impulsive buying is regarded as a multifaceted buying behavior characterized by spontaneous, compelling and unplanned urge for immediate possession, with no or little evaluation of purchase or its consequences To delineate the antecedents used by online retailers to evoke online impulse buying and effects of external stimuli (e.g. easy to use, usefulness and informativeness) on emotional state (arousal and pleasantness), are in need of further examination (Lin & Lo, 2016). It is a worthy research avenue to model and empirically test. This research contributes in marketing as well as consumer behavior literature in decision support literature by elucidate impulsive buying behavior in online context
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