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Online impulse buying (OIB) has drawn increasing scholarly attention across disciplines. The current study aims to examine how motivational factor (Hedonic and utilitarian web browsing), emotional factor (perceived usefulness and perceived ease of use) effect online impulse buying behavior with reg ard to “Double Eleven” shopping festival. A total of (n = 648) online shoppers were selected for data collection in four cities: Beijing, Tianjin, Nanjing and Shanghai. Interviews were conducted from 60 university students. Structure equation modeling was employed for data analysis. Furthermore, reliability, convergent and discriminant validity analysis was utilized for the results of the structural model. The findings demonstrated that both motivational and emotional factors have a strong and positive influence online impulse buying. Perceived ease of use has less influence on OIB compared to other variables. This study provides a deep insight of e-shoppers toward online impulse behavior in the field of Chinese e-commerce industry that can be generalized to other countries. To the best of our knowledge, this study is first to discover the dynamics of online impulse buying behavior with motivational and emotional predictors with regard to the biggest online shopping festival in China. Implications for scholars and e-tail managers of our study are discussed.
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