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

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.