TITLE:
Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior
AUTHORS:
Donn Enrique Moreno, Erika Fabre, Michael Pasco
KEYWORDS:
Atmospheric Cues, Impulse Buying Behavior, Online Trust, Perceived Enjoyment
JOURNAL NAME:
Open Journal of Business and Management,
Vol.10 No.1,
January
14,
2022
ABSTRACT: In an attempt to gain new insights about
impulse-buying behavior and its vital role in
electronic shopping, this study used the stimulus-organism-response (SOR)
model. This study will first explore how virtual atmospheric cues impact online
trust, and then investigate the relationship between online trust and impulse-buying behavior, as mediated by
perceived enjoyment. The study employed a quantitative design using a
causal research approach through partial least squares-structural
equation modeling (PLS-SEM) to assess links between variables. Sampling was
chosen using a purposive technique with 363 respondents comprised of the
millennial generation who have experienced buying in an online store in the
Philippines. The result suggests that customers who perceived online content,
design, reviews, and promotions of an e-store are more likely to trust the
site. In addition, the positive relationship between online trust and impulse
buying behavior is partially mediated by perceived enjoyment. Managerial
implications for strengthening marketing methods to build customer trust in
online commerce are highlighted.