The Pathos and Logos Affecting Online Purchasing Behavior: The Mediating Role of Logos

The objective of this research paper was to exfoliate the pathos (sad appeal to emotions) and logos (appeal to logic) affecting online purchasing behaviour among smart phone users in India via the mediating role of logos. To achieve the above objective, the authors use the exploratory research design. They propose a model comprising the pathos, logos, and online good purchasing (OGP). They have applied the structural equation modelling, the practical implication of which will be beneficial not only for the online customers, but also for the e-commerce companies. The findings concluded that there was a positive relationship between pathos and online goods purchasing, hence accepting the H1. They found a significant relation between Pathos and OGP. MedH2 is also accepted as we found there exists partial mediation by the mediating variable. Hence, the independent variables (pathos) exerts partial influence on the dependent variables online goods purchasing through the mediating variable (logos).