Role of impulsiveness in online purchase completion intentions: an empirical study among Indian customers

Abstract

Purpose Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly. Design/methodology/approach Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0. Findings The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation. Research limitations/implications Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent. Practical implications Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment. Originality/value This study helps in understanding emerging trends in online buying behavior in India.

Are you a hedonistic or utilitarian? Understanding the role of consumer mood in the relationship between e-commerce attributes and customer motivations

“…The better and more tested the character of the website consumers visit for browsing and shopping, the higher the level of consumer hedonism or impulsivity in shopping. The results of this study also support previous studies conducted by Park et al (2012), Gohary and Hanzaee (2014), Wu et al (2015), Rezaei et al (2016), Chen et al (2019), Tariq et al (2019) and Rejikumar and Asokan-Ajitha (2020). The second hypothesis test also showed positive and significant results, namely, product attributes (PA) influenced customer motivation hedonistic (CMH) (β = 0.173; p <0.001), so H2 is accepted.…”

“…In contrast, consumers with hedonistic reasons will focus on the emotional experience they gain during shopping (Indrawati, Ramantoko, Widarmanti, Aziz, & Khan, 2022). Factors that are considered to influence consumer motivation to decide to shop online impulsively finally include e-commerce attributes such as website personality (Chen et al, 2019;Gohary & Hanzaee, 2014;Park, Kim, Funches, & Foxx, 2012;Rejikumar & Asokan-Ajitha, 2020;Rezaei et al, 2016;Tariq, Wang, Tanveer, Akram, & Akram, 2019;Wu, Vassileva, Noorian, & Zhao, 2015), product attributes (Abdallah & Jaleel, 2015;Atulkar & Kesari, 2018;Chiu, Wang, Fang, & Huang, 2014;Rejikumar & Asokan-Ajitha, 2020) and promotional or motivational activities by retailers (Akram et al, 2018;Atulkar & Kesari, 2018;Babin, Darden, & Griffin, 1994;Chandon, Wansink, & Laurent, 2000;Hultén & Vanyushyn, 2014;Muratore, 2016;Rejikumar & Asokan-Ajitha, 2020). Park et al (2012) and Wu et al (2015) state that consumers with utilitarian (goal-directed) and hedonic (experiential mood) types will be affected by features such as atmospheric cues, website design as well as consumer benefits and privacy maintained by the web site concerned.…”

“…Previous studies have stated that impulse buying behavior can occur when purchasing goods offline or online. Two perspectives that are generally attached to impulse buying behavior are:1) the urge to buy comes from the shopping environment (or can be said as an external factor) and 2) consumer personality traits (internal factors) ultimately encourage them to make purchases unplanned (Atulkar & Kesari, 2018;Bahrainizad & Rajabi, 2018;Febrilia & Warokka, 2021;Rejikumar & Asokan-Ajitha, 2020;Rezaei, Ali, Amin, & Jayashree, 2016). In fact, this impulsive consumer behavior also occurs among consumers in Indonesia.…”

Analisis Faktor yang Mempengaruhi Minat Beli pada Marketplace Online di Kota Batam

“…Dalam kerangka belanja online, pengiriman produk yang tepat waktu adalah salah satu yang terpenting harapan yang dimiliki pembeli dari penjual online [18]. Layanan pelanggan dalam belanja online konteks selalu digunakan sebagai mekanisme penanganan keluhan [19]. Layanan konsumen memiliki pengaruh signifikan pada sikap terhadap belanja online.…”

The Influence of Digital Marketing on Consumer Behavior in the Context of Online Shopping in the Klang Valley, Malaysia

“…There is a strong connection between purchase intention and online shopping behavior (Lim et al, 2016). Impulsiveness is a dominant predictor of purchase completions, and risk moderates the power of impulsiveness in predicting purchase completions significantly (Rejikumar & Asokan-Ajitha, 2021). Time pressure and choice overload significantly influence the consumer purchasing decision.…”