Evaluating the moderating effect of online shopping attitude on online impulsive shopping; A study of Indian emerging market shoppers

Abstract

In an emerging market, understanding the behaviour of shoppers in the online market is essential to the development of online retail strategies. The aim of this research study is to examine the factors affects of seven factors namely, perceived utilitarian value, hedonic value, trust, materialism, fashion involvement, enjoyment, and attitude on online impulsive shopping in the Indian emerging market. Data is collected from 349 respondents, using purposive and snowball sampling. The data was analyzed using the IBM SPSS and AMOS package using Exploratory Factor Analysis (EFA), Confirmatory factor analysis (CFA) and Structural equation modeling (SEM). The results showed that seven of the research constructs had a positive impact on online impulsive shopping of shoppers; and it is clear that Perceived Utilitarian value, Perceived Trust and online shopping attitude had a major predictor factors. This research would help e-retailers develop new strategies and plans to increase sales volume and create strong relationships with online customers by providing trustworthiness and security in buying practices.