Abstract
Impulsive buying in online setting has become an epidemic as it represents a noteworthy
proportion of online shopping. Impulsive buying behaviors with upcoming avenues for future research are
under the constant considerations of academicians and practitioners. Despite abundant research on impulsive
buying behavior in online context, research scholars demand for further research and empirical evidences for
better understanding of the phenomenon. It is therefore worthy question to examine impulsive buying behaviors in online setting. This study seeks to model and empirically examine cognitive aspects as a precursor of
emotional aspects that ultimately lead towards impulsive buying actions. This study used cognitive emotion
theory and emotion-action tendency to model impulsive buying behavior in online context. Specifically, this
study seeks to examine key cognitive aspect (ease of use, informativeness, perceived risk and perceived trust)
and emotional aspects (pleasantness and arousal) on impulsive buying actions (web browsing and urge to buy
impulsively). A total of 317 survey responses from shoppers of online stores were collected with the help of
convenience sampling technique. To empirically test the measurements and propositions, structural equation
modelling approach was used. From the results a significant model was emerged. In general results were
in support of the assertions that cognitive aspects lead toward emotional aspects that resulted in impulsive
actions. This study contributes to the literature of decision making, online retailing and e-commerce marketing. This study offers valuable insight and solid grounds to academicians as well as practitioners concerning
online impulsive buying behavior by presenting empirical findings and important implications.
Muhammad Danish Habib, Abdul Qayyum. (2018) Cognitive Emotion Theory and Emotion-Action Tendency in Online Impulsive Buying Behavior, Journal of Management Sciences, Volume 5, Issue 1.
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