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AN ANALYTICAL STUDY ON IMPULSE BUYING FOR ONLINE SHOPPING DURING COVID-19
Journal of Content, Community and Communication ; 12:198-209, 2020.
Article in English | Scopus | ID: covidwho-1061301
ABSTRACT
This study highlights the role of utilitarian shopping, hedonic shopping, and online advertisement on cognitive dissonance. Impulse Buying plays a role as a mediator in this research. The objective of this research is to investigate how utilitarian shopping value, hedonic shopping value, and online advertising influence the cognitive dissonance of customers. 338 response data have been collected from consumers involved in fashion apparel;respondents are majorly from central zone of India. Partial least square (PLS) - Structural equation modelling (SEM) is implemented using Smart PLS 3.0. The simulation result shows that utilitarian shopping value, hedonic shopping value, and online ads are found to be important in predicting cognitive dissonance and impulse buying, whereas impulse buying is impeccable in terms of predicting positive relationships with cognitive dissonance. Moreover, Impulse buying is playing as positive mediating effect in relation with constructs. Hence, this research suggests that a complex representation which may better understanding about consumer shopping behaviour. Conclusively, this research’s major contribution towards authors’ knowledge, and help the marketing expert to focus on important parameter of consumer buying behaviour. © 2020. All Rights Reserved.

Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Prognostic study Language: English Journal: Journal of Content, Community and Communication Year: 2020 Document Type: Article

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Full text: Available Collection: Databases of international organizations Database: Scopus Type of study: Prognostic study Language: English Journal: Journal of Content, Community and Communication Year: 2020 Document Type: Article