The influence of online store beliefs on consumer online impulse buying: A model and empirical application

The influence of online store beliefs on consumer online impulse buying: A model and empirical... Our study provides insight into the relationships between online store beliefs and consumer online impulse buying behavior. Drawing upon cognitive emotion theory, we developed a model and showed how beliefs about functional convenience (online store merchandise attractiveness and ease of use) and about representational delight (enjoyment and website communication style) related to online impulse buying. The model was tested using survey data from 532 customers of a Dutch online store. Our results showed significant effects of merchandise attractiveness, enjoyment, and online store communication style, mediated by consumers’ emotions. The study should enhance our understanding of online impulse buying and, by assessing the impact of the online store, of beliefs in non-rational decision-making settings. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Information & Management Elsevier

The influence of online store beliefs on consumer online impulse buying: A model and empirical application

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Publisher
Elsevier
Copyright
Copyright © 2011 Elsevier B.V.
ISSN
0378-7206
DOI
10.1016/j.im.2011.08.001
Publisher site
See Article on Publisher Site

Abstract

Our study provides insight into the relationships between online store beliefs and consumer online impulse buying behavior. Drawing upon cognitive emotion theory, we developed a model and showed how beliefs about functional convenience (online store merchandise attractiveness and ease of use) and about representational delight (enjoyment and website communication style) related to online impulse buying. The model was tested using survey data from 532 customers of a Dutch online store. Our results showed significant effects of merchandise attractiveness, enjoyment, and online store communication style, mediated by consumers’ emotions. The study should enhance our understanding of online impulse buying and, by assessing the impact of the online store, of beliefs in non-rational decision-making settings.

Journal

Information & ManagementElsevier

Published: Dec 1, 2011

References

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