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Moderating Effect of Hedonic Motivation on Predictors of Online Impulse Buying

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Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success (ICBT 2021)

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Abstract

Based on the SOR model, this study explores the e-commerce context. The effect of website stimuli (content richness, trust, and sales promotion) is explored on pleasure and arousal, leading to impulse buying. The study also emphasized the moderating effect of hedonic motivation. Through random probability sampling, we collected 344 samples and applied Structural equation modeling (Amos 26.0) to test the hypotheses. Results obtained confirmed that website stimuli positively impact Pleasure and Arousal. We found Arousal impacts impulse buying behavior but not pleasure. Similarly, moderating effect of hedonic motivation was tested. It was found hedonic motivation moderates the impact of website stimuli (content richness, trust, and sales promotion) on arousal but not on pleasure.

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Authors and Affiliations

  1. Sharda University, Greater Noida, U.P., India

    Usha Rani Nagar, Hari Shankar Shyam & Lakshmi Sivaswamy

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  1. Usha Rani Nagar
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  2. Hari Shankar Shyam
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  3. Lakshmi Sivaswamy
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Editors and Affiliations

  1. Northern Cyprus Campus, Middle East Technical University, via Mersin 10, Turkey

    Bahaaeddin Alareeni

  2. College of Business of Finance, Ahlia University, Manama, Bahrain

    Allam Hamdan

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Nagar, U.R., Shyam, H.S., Sivaswamy, L. (2023). Moderating Effect of Hedonic Motivation on Predictors of Online Impulse Buying. In: Alareeni, B., Hamdan, A. (eds) Impact of Artificial Intelligence, and the Fourth Industrial Revolution on Business Success. ICBT 2021. Lecture Notes in Networks and Systems, vol 485. Springer, Cham. https://doi.org/10.1007/978-3-031-08093-7_36

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  • DOI: https://doi.org/10.1007/978-3-031-08093-7_36

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