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

Abdul Qayyum Muhammad Danish Habib ()
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Abdul Qayyum Muhammad Danish Habib: Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad

Journal of Management Sciences, 2018, vol. 5, issue 1, 86-99

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.

Keywords: Cognitive aspects; emotional aspects; web browsing; urge to buy impulsively; online shopping (search for similar items in EconPapers)
Date: 2018
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