Online Promotions and Hedonic Motives as Moderators in the Relationship Between e-Impulsive Buying Tendency and Customer Satisfaction: Evidence From India

IF 4.1 Q2 BUSINESS Journal of Internet Commerce Pub Date : 2022-06-28 DOI:10.1080/15332861.2022.2088035

Sumetha Madhu, Vasanthi Soundararajan, Satyanarayana Parayitam

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引用次数: 15

Abstract

Abstract This research aims to empirically examine the interrelationships between online impulse buying tendencies (IBT), hedonic motives, online promotions, impulse purchase decision (IPD), and customer satisfaction. A structured survey instrument was used to collect data from 625 consumers from southern India. After checking the psychometric properties of the survey instrument with structural equation modeling, the moderated-mediation model was analyzed using Hayes PROCESS. The results showed that (i) impulse purchase decision (IPD) mediated the relationship between impulsive buying tendency (IBT) and customer satisfaction (CS), (ii) hedonic motives moderated the relationship between IBT and IPD, and (iii) hedonic motives and online promotions moderate the relationship between IPD and CS. This study contributes to the literature because it provides valuable insight into two-way and three-way interactions among the significant variables in consumer behavior. The COVID-19 global pandemic brought a paradigm change in consumer behavior, and thus understanding the e-shopper’s IB behavior is critical for e-retailers to change their strategies to capture a broader market. The implications for marketing research are discussed.

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在线促销和享乐动机在电子冲动购买倾向和客户满意度之间的调节作用——来自印度的证据

摘要本研究旨在实证检验在线冲动购买倾向（IBT）、享乐动机、在线促销、冲动购买决策（IPD）和客户满意度之间的相互关系。使用结构化调查工具收集了来自印度南部625名消费者的数据。在用结构方程模型检查了调查工具的心理测量特性后，使用Hayes PROCESS对调节中介模型进行了分析。结果表明：（i）冲动购买决策（IPD）介导了冲动购买倾向（IBT）与顾客满意度（CS）之间的关系，（ii）享乐动机调节了IBT与IPD之间的关系；（iii）享乐动机和在线促销调节了IPD与CS之间的关系。这项研究对文献有贡献，因为它为消费者行为中重要变量之间的双向和三方互动提供了有价值的见解。新冠肺炎全球大流行带来了消费者行为的范式变化，因此了解电子购物者的IB行为对于电子零售商改变策略以占领更广阔的市场至关重要。讨论了对市场营销研究的启示。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.