How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

IF 3.4 Q2 MANAGEMENT International Journal of Quality and Service Sciences Pub Date : 2022-07-15 DOI:10.1108/ijqss-11-2021-0169

Rambabu Lavuri, A. Jindal, U. Akram

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引用次数: 7

Abstract

Purpose The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk. Design/methodology/approach Convenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data. Findings The results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect. Practical implications This research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior. Originality/value This research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.

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在印度，被感知的功利主义和享乐价值观如何影响网上冲动购物？感知信任和感知风险的调节作用

目的利用技术接受模型对感知信任和风险的调节作用，探讨感知功利价值和享乐价值对购物者态度和冲动在线购买的影响。设计/方法/方法采用便利抽样法收集408名印度网购者的原始数据，并采用结构方程模型对数据进行分析。结果表明，认知吸收提高了感知有用性(PU)和易用性。同样，感知易用性显著影响PU和PHV。PU对功利价值有积极影响。感知到的享乐主义和功利主义价值观显著影响消费者的网购态度，消费者的网购态度强烈影响冲动性网购。最后，信任显示出极大地缓和了购物者对冲动网上购物的态度，而感知风险则没有这种影响。实际意义这项研究揭示了高度的享乐主义和功利主义价值观，以及低风险的特征，这可能会改善消费者对网上冲动行为的态度。独创性/价值这项研究将帮助电子零售商制定新的战略和计划，通过在整个购买过程中提供信任和安全来增加销售量，并加强与在线客户的关系。

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来源期刊

International Journal of Quality and Service Sciences MANAGEMENT-

CiteScore

6.00

自引率

7.70%

发文量

期刊介绍： The International Journal of Quality and Service Sciences seeks to explore various aspects of quality and services as closely interrelated phenomena in the context of ongoing transformation processes of organizations and societies. Thus the journals'' scope is not limited to micro perspectives of organizational and management related issues. It seeks further to explore patterns, behaviors, processes, mechanisms, principles and consequences related to quality and services in a broad range of organizational and social/global processes. These processes embrace cultural, economic, social, environmental and even global dimensions in order to better understand the past, to better diagnose the current situations and hence to design better the future. The journal seeks to embrace a holistic view of quality and service sector management and explicitly promotes the emerging field of ‘quality and service sciences’.The journal is an open forum and one of the main channels for communication of multi- and inter- disciplinary research and practices.