Journal
INFORMATION & MANAGEMENT
Volume 48, Issue 8, Pages 320-327Publisher
ELSEVIER
DOI: 10.1016/j.im.2011.08.001
Keywords
Online store beliefs; Impulse buying; Emotions; Cognitive emotion theory; Emotion-action tendency
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Our study provides insight into the relationships between online store beliefs and consumer online impulse buying behavior. Drawing upon cognitive emotion theory, we developed a model and showed how beliefs about functional convenience (online store merchandise attractiveness and ease of use) and about representational delight (enjoyment and website communication style) related to online impulse buying. The model was tested using survey data from 532 customers of a Dutch online store. Our results showed significant effects of merchandise attractiveness, enjoyment, and online store communication style, mediated by consumers' emotions. The study should enhance our understanding of online impulse buying and, by assessing the impact of the online store, of beliefs in non-rational decision-making settings. (C) 2011 Elsevier B.V. All rights reserved.
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