Mapping the impact of consumer online service experience on online impulse buying behaviour

Ibrahim Mutambik*, John Lee, Abdullah Almuqrin, Ahmad Alamri, Jeffrey Gauthier

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

Managers of e-commerce platforms and online retail stores have noticed a connection between the consumer online service experience (COSE) and the inclination to engage in online impulse buying behaviour (OIBB). Previous research has shown that COSE can influence OIBB, but the specific relationships between the emotional and utilitarian dimensions require further investigation. This study aims to fill this gap by examining how attitudinal loyalty serves as a mediator between COSE and OIBB. A survey-based quantitative methodology was employed to gather data on the attitudes and behaviours of 1,504 online shoppers. The collected data were analysed using structural equation modeling, revealing a positive relationship between the examined COSE factors and OIBB, with attitudinal loyalty acting as a mediator. Although the regional biases and cross-sectional nature of the study are limitations, the results are generally applicable. However, future research utilizing a longitudinal approach and a broader geographic sample would provide valuable insights.

Original languageEnglish
Pages (from-to)1-27
Number of pages27
JournalJournal of Global Information Management
Volume32
Issue number1
DOIs
Publication statusPublished - 18 Jul 2024

Keywords / Materials (for Non-textual outputs)

  • behaviour
  • consumer online service experience
  • e-commerce
  • impulse buying
  • online impulse buying behaviour

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