Effect of product variety on online impulse purchase intention in customers

Abstract

The effect of product variety on online impulse purchase intention in e-customers is a distinguished area of research within the domain of consumer behavior. The focus of current research is that, how the assortment of products available on online stores impact the possibility in creating the impulsive urge of buying in customers. The range of option in product categories can improve the shopping experiences as well as self-confidence of the customer. This state may trigger emotional responses such as excitement and curiosity, which can effectively drive towards creating an urge for impulse purchases. To make the research model complete and to obtain most humanistic results the current study has used hedonic motive as a mediator and made the research framework aligned with S.O.R theory. As this study is based on mediation model to observe the direct and indirect effect of Product Variety (PV) on online impulse purchase intention (OIPI), in addition, the hedonic motives (HM) indirect effect would be possible through mediating variable. For empirical analysis, the data collected from 115 respondents, which is analyzed by using SPSS software. The result suggested that product variety (PV) and hedonic motives (HM) both have strong correlations with online impulse purchase intention (OIPI), but Product Variety (PV) and hedonic motives (HM) have weak correlations among each other. It was also resulted that age, qualification, brand names, and age has no effect exploiting the urge of customers. It is concluded that all three hypotheses H1, H2, and H3 are proved.