Moderating Effect of Hedonic Motivation on Predictors of Online Impulse Buying

Nagar U. R., Shyam H. S., Sivaswamy L.

International Conference on Business and Technology (ICBT), İstanbul, Turkey, 6 - 07 November 2021, vol.485, pp.541-556 identifier identifier

  • Publication Type: Conference Paper / Full Text
  • Volume: 485
  • Doi Number: 10.1007/978-3-031-08093-7_36
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.541-556
  • Keywords: Impulse buying, Hedonic motivation, SOR model, STORE ATMOSPHERE, MODEL, INTERACTIVITY, SATISFACTION, IMPACT, INTENTIONS, EMOTIONS, TENDENCY, FUN
  • Middle East Technical University Affiliated: No

Abstract

Based on the SOR model, this study explores the e-commerce context. The effect of website stimuli (content richness, trust, and sales promotion) is explored on pleasure and arousal, leading to impulse buying. The study also emphasized the moderating effect of hedonic motivation. Through random probability sampling, we collected 344 samples and applied Structural equation modeling (Amos 26.0) to test the hypotheses. Results obtained confirmed that website stimuli positively impact Pleasure and Arousal. We found Arousal impacts impulse buying behavior but not pleasure. Similarly, moderating effect of hedonicmotivation was tested. It was found hedonic motivation moderates the impact of website stimuli (content richness, trust, and sales promotion) on arousal but not on pleasure.