Online impulse buying (OIB) has drawn increasing scholarly attention across disciplines.
The current study aims to examine how motivational factor (Hedonic and utilitarian web
browsing), emotional factor (perceived usefulness and perceived ease of use) effect online
impulse buying behavior with regard to “Double Eleven” shopping festival. A total of
(n = 648) online shoppers were selected for data collection in four
cities: Beijing, Tianjin, Nanjing and Shanghai. Interviews were conducted from 60
university students. Structure equation modeling was employed for data analysis.
Furthermore, reliability, convergent and discriminant validity analysis was utilized for
the results of the structural model. The findings demonstrated that both motivational and
emotional factors have a strong and positive influence online impulse buying. Perceived
ease of use has less influence on OIB compared to other variables. This study provides
a deep insight of e-shoppers toward online impulse behavior in the field of Chinese
e-commerce industry that can be generalized to other countries. To the best of our
knowledge, this study is first to discover the dynamics of online impulse buying behavior
with motivational and emotional predictors with regard to the biggest online shopping
festival in China. Implications for scholars and e-tail managers of our study are
discussed.
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