感知服务质量中介顾客情绪对奢侈化妆品在线购买意愿和冲动购买的影响

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-06-27 DOI:10.1080/20932685.2023.2205869

Fatemeh Golalizadeh, B. Ranjbarian, Azarnoosh Ansari

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引用次数: 1

摘要

摘要本研究深入分析了伊朗消费者在购买高档化妆品时情绪对其在线购买意愿和冲动购买行为的影响，强调了在线服务感知质量的作用。目的是调查情绪与购买行为的直接和间接关系。采用混合方法，对23名专家活跃客户进行访谈，并对几个Telegram群组的385名在线奢侈品客户进行基于客户的调查。定性分析确定了客户情绪的积极和消极维度，以及感知在线服务质量的三个维度:群体质量、交易相关服务和互动质量。结果表明，顾客情绪影响感知在线服务质量维度。研究结果还证实了感知在线服务质量维度对消费者在线购买意愿和冲动购买行为的影响。最后，研究结果证实了顾客情感维度在感知网络服务质量的中介作用下对其在线购买意愿和冲动购买行为的影响。对于奢侈品牌，尤其是化妆品品牌，考虑到伊朗的具体情况，根据研究结果，积极情绪比消极情绪对感知在线服务质量的各个维度的影响更大。

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Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality

ABSTRACT This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality.

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.