Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior

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.

How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory

“…Wu et al (2016) posited that consumer trust could trigger impulsive buying. Habib and Qayyum (2018) examined that the enhanced perceived trust will stimulate impulsive purchasing behavior by increasing emotional response. Yi and Jai (2020) confirmed that the sense of trust can trigger consumers' impulsive buying.…”

Influences of Medical Crowdfunding Website Design Features on Trust and Intention to Donate: Controlled Laboratory Experiment

“…Previous research on shopping websites has revealed that the informativeness of a website positively influences consumers’ emotional responses [ 64 ]. Majumdar and Bose [ 13 ] also demonstrated that charitable crowdfunding fundraisers use detailed information to emphasize their needs and suffering to attract others’ attention.…”

Religiosity and Impulsive Buying Tendencies: A model and Empirical Application

“…They are also supposed to follow a balanced approach in their consumption patterns and avoid from wasteful and excessive consumption ( Ghani, Harjin, & Ghani, 2008). Impulsive buying is recognized as the sudden and hedonically complex purchases which require instant ownership of an item (Attiq, 2015;Chan et al, 2017;Habib & Qayyum, 2018). Rook (1987) postulated that different people show various tendencies for impulse buying.…”

“…Marketers are continuously involved in stimulating consumers during their purchase process to facilitate their decision making. Impulsive buying being a latent half of consumer behavior represents a sizeable amount of purchases (Habib & Qayyum, 2018). Research studies revealed the fact that 70% of decisions are made at point of purchase (Hulten & Vanyushyn, 2011).…”