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How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

How perceived utilitarian and hedonic value influence online impulse shopping in India?... The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk.Design/methodology/approachConvenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data.FindingsThe results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect.Practical implicationsThis research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior.Originality/valueThis research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Quality and Service Sciences Emerald Publishing

How perceived utilitarian and hedonic value influence online impulse shopping in India? Moderating role of perceived trust and perceived risk

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References (85)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1756-669X
eISSN
1756-669X
DOI
10.1108/ijqss-11-2021-0169
Publisher site
See Article on Publisher Site

Abstract

The study aims to explore the impact of perceived utilitarian and hedonic value (PHV) on shopper attitude and impulsive online purchasing using the technology acceptance model’s moderating role of perceived trust and risk.Design/methodology/approachConvenience sampling was used to collect primary data from 408 Indian online shoppers, and structural equation modeling was used to analyze the data.FindingsThe results indicated that cognitive absorption improved perceived usefulness (PU) and ease of use. Similarly, perceived ease of use influenced PU and PHV significantly. PU influenced utilitarian value positively. Perceived hedonic and utilitarian values significantly influenced attitude, and shoppers’ online buying attitudes strongly impacted impulsive online shopping. Finally, the trust had shown to substantially moderate shoppers’ attitudes toward impulsive online buying, whereas perceived risk had no such effect.Practical implicationsThis research reveals a high degree of hedonic and utilitarian values, as well as low-risk features that might improve consumer attitudes about online impulsive behavior.Originality/valueThis research will aid e-retailers in building new strategies and plans to increase sales volume and strengthen relationships with online customers via the provision of trust and security throughout the purchase process.

Journal

International Journal of Quality and Service SciencesEmerald Publishing

Published: Oct 25, 2022

Keywords: TAM model; Utilitarian value; Perceived risk; Online impulsive shopping; Hedonic value; Perceived trust

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