Abstract
Understanding the complexity of how consumers arrive at their purchase decision in an online context requires a multi- faceted understanding of the antecedents of behavioural outcome, which in turn requires familiarity with multiple information processing paths. By exploring this underlying process, researchers can better understand consumers’ online decision-making process. To this end, this study raises three research questions: (1) Do experiential values (intrinsic versus extrinsic) influence consumers’ intention to purchase beauty products online? (2) Do affective (happiness) and rational (brand trust) variables mediate this relationship? (3) Does social network service based word-of-mouth have a moderating effect on purchase intention? The findings highlight the value of taking a bi-dimensional approach to both experiential values (extrinsic versus intrinsic) and the information processing mechanism (rational versus affective).
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