The Role of Emotions and Social Influence on Consumer Purchase Intention towards Online Retailers

Abstract

The purpose of this paper is to analyse the role of emotions and social influences on consumers’ purchase intention towards online retailing. This paper develops a model that integrates the relationships between consumer emotions and social (social presence and subjective norm) antecedents and outcome variables (attitude and purchase intention) towards online retailing. Structural equation modelling techniques are used to test the relationships. The sample consists of 284 Egyptian consumers of online retailing. Data analysis shows that customer purchase intention from online retailers is explained by subjective norm, positive emotions, and attitude. The results demonstrated how feeling the presence of others in an online environment (social presence) increases positive emotion toward online purchasing behaviour. Moreover, subjective norm and attitude emerge as important factors explaining the behaviour intention of purchasing from online retailers. The results evidence that positive emotions affect attitude positively and negative emotions negatively.