مقاله انگلیسی رایگان در مورد خرید آنی آنلاین متاثر از تجربه خرید مشتریان آنلاین – الزویر ۲۰۲۲

Abstract

     Research offers some indication that the online customers’ shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers’ attitudinal loyalty and self-control are not well understood areas of research. In this study, we examine how functional and psychological dimensions of the OCSE influence online impulsive buying within e-commerce platforms. We will investigate customers’ attitudinal loyalty as a mediator between the OCSE and online impulsive buying behavior, and the customers’ self-control as a moderator between customers’ attitudinal loyalty and online impulsive buying. To analyze these relationships we will conduct an online survey (n = 1489) with customers of two leading Chinese e-commerce platforms: Jindong and Taobao. The findings from structural equation modeling indicate a positive relationship between the tested dimensions of the OCSE and customers’ online impulsive buying. We also find a mediating role of customers’ attitudinal loyalty and negative moderation of customers’ self-control. Theoretically, the findings contribute to the literature regarding online impulsive buying and the online customer experience. For managers, the findings stress the importance of ethical management with regard to the online shopping experiences.

Introduction

     Online shopping is a common, globally found activity (Erjavec and Manfreda, 2021; Shao et al., 2022). In 2020, retail e-commerce sales worldwide amounted to 4.28 trillion United States (U.S.) dollars and this is projected to grow to 5.4 trillion U.S. dollars in 2022 (Coppola, 2021). Within this vast market, customers will often make spontaneous, unplanned, unreflective and unthoughtful purchases (Habib and Qayyum, 2018; Kimiagari and Malafe, 2021) and this is referred to as ‘online impulsive buying’ (Wu et al., 2020). For instance, customers in the United Kingdom (U.K.) spend approximately £۱ billion per month on impulsive buying (Bushi, 2020) and eighty percent of adolescents in the U.S. are estimated to have made impulsive purchases online (Carter, 2018). Other studies reveal that up to 40% of all online purchases worldwide can be classified as impulsive (Chan et al., 2017; Verhagen and van Dolen, 2011).

Results

۵٫۱٫ Direct effects

     Results related to all hypotheses for direct effects are presented in Table 4. All of the hypotheses are supported. Firstly, the results indicate that all four functional components of the OCSE (i.e., interactivity, informativeness, visual engagement, navigation, and search ease) significantly affect online impulsive buying from e-commerce platforms (H1). Secondly, the findings reveal that customers who trust e-commerce platforms and find them more convenient and enjoyable to undertake their purchasing process are likely to make more impulsive buying decisions (H2). Hence, H1 and H2, which respectively state that the functional and psychological dimensions of the OCSE significantly impact online impulsive buying, are fully supported. We also found that components of the functional and psychological dimensions of the OCSE have a significant positive impact on customers’ attitudinal loyalty towards an e-commerce platform, demonstrating support for H3 (a, b, c, and d) and H4 (a, b, and c). Finally, the findings show that customers with greater attitudinal loyalty towards the e-commerce platform are more likely to engage in online impulsive buying, and this finding supports H5.