Unveiling the dynamics that shape online impulse buying behavior

Aastha Kathuria · Apurva Bakshi

14 citations0/0 files storedJournal of Research in Interactive Marketing

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Purpose This study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus on hedonic motivation as a mediating variable. Design/methodology/approach A survey was conducted with 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR and Chandigarh. The current analysis validates the conceptual framework using the partial least squares structural equation modeling (PLS-SEM) methodology. Findings The results indicate that limited-time deals and credit card usage have a favorable impact on both hedonic motivation and online impulse buying behavior. Additionally, hedonic motivation mediates the relationship between limited-time deals, credit card usage and online impulse buying behavior. Originality/value The study’s originality stems from its novel application of the SDT to investigate the effects of limited-time deals and credit card usage on online impulse buying. By exploring the mediating role of hedonic motivation, it sheds new light on the psychological dynamics of online consumer behavior.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2000Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 2000The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior 2018When to use and how to report the results of PLS-SEM 2011PLS-SEM: Indeed a Silver Bullet 2014Partial least squares structural equation modeling (PLS-SEM)2020Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions

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