The Effect of Consumer Emotions on Online Purchasing Behavior

View Sample PDF

Author(s): Dilaysu Cinar (Beykent University, Turkey)
Copyright: 2020
Pages: 21
Source title: Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage
Source Author(s)/Editor(s): Yurdagül Meral (İstanbul Medipol University, Turkey)
DOI: 10.4018/978-1-7998-0035-4.ch011

Keywords: Business & Management / Business Science Reference / E-Business / E-Commerce

Purchase

View The Effect of Consumer Emotions on Online Purchasing Behavior on the publisher's website for pricing and purchasing information.

Abstract

This chapter was written to demonstrate the effect of consumer emotion on online purchasing behavior. According to the results obtained from 418 data, it was observed that both positive and negative emotions impacted online buying behavior. In this context, as the positive emotions of the online consumer increases, the frequency of purchases increases, but as the negative emotions of the online consumer increases, the frequency of purchases decreases. In addition, user interface quality, product information quality, service information quality, site awareness, security perception, information satisfaction, and relational benefit factors are factors that negatively affect consumers emotionally in purchasing online. On the other hand, only product information quality, user interface quality, and security perception factors positively affect emotions of online consumers.

The IRMA Community

Research IRM

The Effect of Consumer Emotions on Online Purchasing Behavior

Purchase

Abstract

Related Content

IRMA Sponsors