Mapping the Impact of Consumer Online Service Experience on Online Impulse Buying Behaviour

IF 4.5 3区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

Journal of Global Information Management Pub Date : 2024-07-18 DOI:10.4018/jgim.347882

I. Mutambik, John Lee, A. Almuqrin, Ahmad Alamri, Jeffrey Gauthier

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引用次数: 0

Abstract

Managers of e-commerce platforms and online retail stores have noticed a connection between the consumer online service experience (COSE) and the inclination to engage in online impulse buying behaviour (OIBB). Previous research has shown that COSE can influence OIBB, but the specific relationships between the emotional and utilitarian dimensions require further investigation. This study aims to fill this gap by examining how attitudinal loyalty serves as a mediator between COSE and OIBB. A survey-based quantitative methodology was employed to gather data on the attitudes and behaviours of 1,504 online shoppers. The collected data were analysed using structural equation modeling, revealing a positive relationship between the examined COSE factors and OIBB, with attitudinal loyalty acting as a mediator. Although the regional biases and cross-sectional nature of the study are limitations, the results are generally applicable. However, future research utilizing a longitudinal approach and a broader geographic sample would provide valuable insights.

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描绘消费者在线服务体验对在线冲动购买行为的影响

电子商务平台和在线零售商店的管理者已经注意到消费者在线服务体验（COSE）与在线冲动购买行为（OIBB）之间的联系。以往的研究表明，COSE 可以影响 OIBB，但情感维度和功利维度之间的具体关系还需要进一步研究。本研究旨在通过研究态度忠诚度如何成为 COSE 和 OIBB 之间的中介来填补这一空白。研究采用了基于调查的定量方法，收集了 1,504 名网上购物者的态度和行为数据。通过结构方程模型对收集到的数据进行了分析，结果显示所研究的 COSE 因素与 OIBB 之间存在正相关关系，而态度忠诚度则是其中的中介因素。虽然研究的地区偏差和横截面性质是研究的局限性，但研究结果总体上是适用的。不过，未来采用纵向方法和更广泛地域样本的研究将提供有价值的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

5.80

自引率

14.90%

发文量

118

期刊介绍： Authors are encouraged to submit manuscripts that are consistent to the following submission themes: (a) Cross-National Studies. These need not be cross-culture per se. These studies lead to understanding of IT as it leaves one nation and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one nation transfer. (b) Cross-Cultural Studies. These need not be cross-nation. Cultures could be across regions that share a similar culture. They can also be within nations. These studies lead to understanding of IT as it leaves one culture and is built/bought/used in another. Generally, these studies bring to light transferability issues and they challenge if practices in one culture transfer.