How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

Abstract

Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk. Design/methodology/approach Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data. Findings The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect. Practical implications This research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior. Originality/value This research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.

Do extrinsic factors encourage shoppers’ compulsive buying? Store environment and product characteristics

“…Secondly, concerning the state of the organism of shoppers (O), IBT is addressed, which simultaneously affects shoppers’ CB. In recent research, it acts as a motivating factor for impulsive and compulsive shopping behaviors (Naeem, 2020; Lavuri et al ., 2022b). Lastly, online compulsive shopping behavior is considered a response (R) to the stimulus and organism state.…”

“…, 2019). To make customers feel more at ease, marketers could alter the store’s layout and good store design influences consumers’ impulsive decisions (Lavuri et al ., 2022b).…”

“…The store atmosphere is of greater importance in traditional retailing because it plays a crucial role in making good pleasure for consumers and allows them to spend more time buying more impulsively (Husnain et al, 2019). To make customers feel more at ease, marketers could alter the store's layout and good store design influences consumers' impulsive decisions (Lavuri et al, 2022b).…”

“…In stores, where salespeople communicate well with shoppers, it increases their desire to purchase; buyers who interact well with salespeople will directly impact their impulsive purchases (B€ ackstr€ om and Johansson, 2017). Similarly, a well-trained salesperson can minimize stress by helping and guiding the purchase process and triggering impulsive buying behavior (Lavuri et al, 2022b). Attributes such as friendliness, helpfulness, dress and attitudes of salespeople and personal services reduce negative impacts on the SE and improve impulsive shopping with a pleasant environment (Khachatryan et al, 2018;Goel et al, 2022).…”

An empirical study on impulse consumption intention of livestreaming e-commerce: The mediating effect of flow experience and the moderating effect of time pressure

“…Later, on the basis of this theoretical framework, some scholars introduced the information source model into the live stream research to explore how the information source displays commodity information through multiple interactions in the live stream e-commerce, and then affects the dynamic mechanism of consumers’ decision-making in a scene-based manner ( Park and Lin, 2020 ; Meng et al, 2021 ; Zhang M. et al, 2022 ). Some scholars have applied the concept of social presence to customer research and network interactions, and have actively discussed the research of social presence on human-computer interaction ( Tsai et al, 2021 ), impulsive consumption intention ( Zhang and Shi, 2022 ), perceived security ( Lu et al, 2021 ), online transaction trust ( Prahiawan et al, 2021 ), and hedonism ( Lavuri et al, 2022 ) in network service improvement and community construction, virtual shopping center designs and online consumption decision-making. In the field of impulsive consumption research, Impulse consumption is described as a sudden, unplanned, compelling, and hedonic purchasing behavior that lacks deliberate consideration of all available information and alternatives ( Lee and Chen, 2021 ).…”