Cognitive and affective appraisal of online impulse buying: a multi-mediation approach

Online shopping behaviour has undergone a metamorphosis due to new technological advancements. With the increasing popularity and dominance of e-commerce sites, the factors influencing an enhanced shopping experience, including high impulse buying tendencies, have evolved significantly. Recent studies have pointed out a lack of clarity in understanding the indirect effects of cognitive and affective components leading to increased impulse buying motivation on e-commerce platforms. This study aims to address this gap by examining the mediating effects of relevant cognitive (website credibility, visual appeal), affective (hedonic shopping motivation), and haptic (need for touch) factors on online impulse buying. Cognitive Appraisal Theory (CAT) is employed to illustrate the appraisal impact of these intervening constructs. The findings indicate that hedonic shopping motivation has a direct and multiple mediation effect on online impulse buying. Furthermore, results suggest that the need for touch (autotelic) positively influences hedonic shopping motivation, which subsequently mediates its effect on online impulse buying. This study contributes to the existing academic literature on impulse buying and extends the application of CAT through multiple mediation approaches. It provides valuable insights for industry players in fashion and e-commerce regarding key aspects of online selling.