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    A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping

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    1-s2.0-S0148296321009553-main.pdf (1.198Mb)
    Date
    2021-12-28
    Author
    Pooja, Goel
    Parayitam, Satyanarayana
    Sharma, Anuj
    Rana, Nripendra P.
    Dwivedi, Yogesh K
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    Abstract
    The global COVID-19 outbreak and consequent lockdown pushed consumers to engage in more e-shopping, which could lead to e-impulse purchases (e-IB). The purpose of this study is to investigate the interrelationships between e-impulse buying tendencies (e-IBT), e-impulse buying (e-IB), and customer satisfaction empirically (CS). The customers' intent to continue e-shopping is also investigated. Data was collected from 580 consumers in India's Union Territory of Delhi using a standardized instrument. The psychometric features of the research survey instrument were first verified using the LISREL Structural Equation Modeling Package. Hayes (2018) PROCESS was used to evaluate the moderated mediation model and hypotheses. The association between e-IBT and CS was empirically demonstrated to be mediated by e-IB. Furthermore, e-IBT is associated to e-IB in a good way. Furthermore, e-IB is positively connected to CS, indicating that consumers intend to continue shopping online. The findings also show that the e-IBT interacts with the website (first moderator) and stimulants and promotions (second moderator) to significantly influence the e-IB. Further, hedonic motives modify the e-IB-CS relationship.
    URI
    https://www.sciencedirect.com/science/article/pii/S0148296321009553
    DOI/handle
    http://dx.doi.org/10.1016/j.jbusres.2021.12.041
    http://hdl.handle.net/10576/54111
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    • Management & Marketing [‎755‎ items ]

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