Purpose The present study aims to examine how shopping values affect consumers' shopping well-being and, subsequently, their revisit intentions and word-of-mouth. The study also examines how recreational shopping consciousness influences the link between shopping values and consumers' shopping well-being. Design/methodology/approach The authors tested the proposed hypotheses using PLS-SEM. Based on data generated from 314 users through an e-survey, the study validated the research model. Further, the study examines how recreational shopping consciousness moderates the link between dimensions of shopping values and shopping well-being. Findings The findings show that except for social value, other shopping values influence consumers' shopping well-being, which subsequently influences their revisit intention and word-of-mouth. Moreover, the study also shows that recreational shopping consciousness significantly and positively moderates the relationship between dimensions of shopping values and shopping well-being. Practical implications The current study finds that playfulness contributes more to consumers' shopping well-being. Hence, it is imperative for managers to offer enjoyable elements in their e-retailing platforms so that consumers could enjoy navigating their websites. In addition, through metaphorical and sentimental appeals, managers could also use promotional messages that reflect the hedonistic lifestyles that consumers actually follow. Originality/value Utilizing the value-satisfaction-loyalty lens, this study is pioneering as it investigates the contribution of shopping values to the overall psychological and emotional state of individuals. As a novel research endeavor, this study sheds light on the intricate relationship between consumers' shopping values and their well-being in the realm of e-retail.
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