| _version_ | 1866901533138878464 |
|---|---|
| author | Jihene Mrabet, Shweta, Mani Shreshtha, Ridhima Sharma, Alya Waleed Obaid Albalooshi, Dr. Timcy Sachdeva |
| author_facet | Jihene Mrabet, Shweta, Mani Shreshtha, Ridhima Sharma, Alya Waleed Obaid Albalooshi, Dr. Timcy Sachdeva |
| contents | <p class="MsoNormal"><strong><em><span>The study is grounded in Cognitive Appraisal Theory which aims to investigate the response of customers to external cues including scarcity, sales promotion, and product attributes on online impulse buying behavior. It further examines the moderating role of website quality. The proposed model explains the interactions between the external variables and website quality which can be helpful for online retailers to form various marketing strategies. Data was gathered through a survey of 260 online customers. The relationships between scarcity, sales promotion, product attributes, website quality, and online impulse buying were investigated using Structural Equation Modeling (PLS-SEM). The results align with the assumption of cognitive appraisal theory which suggest that consumers cognitively appraise cues like external cues i.e., sales promotion and product attributes and emotionally react through online impulse buying behavior which is enhanced by high website quality. Conversely, the result shows that customers engage in online impulse buying after receiving scarcity cues regardless of the quality of the website. The study aims to enrich the literature by proposing a novel moderation model in which the website quality is a moderator that strengthens or diminishes the influence of external cues on online impulse buying. This study contributes to the literature by integrating cognitive appraisal theory to explain how psychological processing of external cues can drive impulse buying in digital environment. The results can be helpful for online retailers to form various marketing strategies.</span></em></strong></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_19980761 |
| institution | Zenodo |
| language | |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | WEBSITE QUALITY AND EXTERNAL CUES INFLUENCE FIRST CLICK IMPULSE BUYING THROUGH COGNITIVE APPRAISAL THEORY Jihene Mrabet, Shweta, Mani Shreshtha, Ridhima Sharma, Alya Waleed Obaid Albalooshi, Dr. Timcy Sachdeva Online Impulse Buying, Cognitive Appraisal Theory, Scarcity, Sales Promotion, Product Attributes, Website Quality. <p class="MsoNormal"><strong><em><span>The study is grounded in Cognitive Appraisal Theory which aims to investigate the response of customers to external cues including scarcity, sales promotion, and product attributes on online impulse buying behavior. It further examines the moderating role of website quality. The proposed model explains the interactions between the external variables and website quality which can be helpful for online retailers to form various marketing strategies. Data was gathered through a survey of 260 online customers. The relationships between scarcity, sales promotion, product attributes, website quality, and online impulse buying were investigated using Structural Equation Modeling (PLS-SEM). The results align with the assumption of cognitive appraisal theory which suggest that consumers cognitively appraise cues like external cues i.e., sales promotion and product attributes and emotionally react through online impulse buying behavior which is enhanced by high website quality. Conversely, the result shows that customers engage in online impulse buying after receiving scarcity cues regardless of the quality of the website. The study aims to enrich the literature by proposing a novel moderation model in which the website quality is a moderator that strengthens or diminishes the influence of external cues on online impulse buying. This study contributes to the literature by integrating cognitive appraisal theory to explain how psychological processing of external cues can drive impulse buying in digital environment. The results can be helpful for online retailers to form various marketing strategies.</span></em></strong></p> |
| title | WEBSITE QUALITY AND EXTERNAL CUES INFLUENCE FIRST CLICK IMPULSE BUYING THROUGH COGNITIVE APPRAISAL THEORY |
| topic | Online Impulse Buying, Cognitive Appraisal Theory, Scarcity, Sales Promotion, Product Attributes, Website Quality. |
| url | https://doi.org/10.5281/zenodo.19980761 |