采购
风险感知
结构方程建模
心理学
价值(数学)
独创性
营销
脉冲(物理)
社会心理学
广告
业务
感知
计算机科学
量子力学
机器学习
物理
神经科学
创造力
作者
Rambabu Lavuri,Abhinav Jindal,Umair Akram
出处
期刊:International Journal of Quality and Service Sciences
[Emerald (MCB UP)]
日期:2022-07-15
卷期号:14 (4): 615-634
被引量:14
标识
DOI:10.1108/ijqss-11-2021-0169
摘要
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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