Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior - Open Journal of Business and Management

OJBM > Vol.10 No.1, January 2022

Open Journal of Business and Management

Volume 10, Issue 1 (January 2022)

ISSN Print: 2329-3284 ISSN Online: 2329-3292

Google-based Impact Factor: 1.13 Citations

Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior ()

HTML XML

Download as PDF (Size: 628KB) PP. 223-244

DOI: 10.4236/ojbm.2022.101014 982 Downloads 12,921 Views Citations

Author(s)

Donn Enrique Moreno¹, Erika Fabre², Michael Pasco³

Affiliation(s)

¹Department of Entrepreneurship, Malayan Colleges Laguna, Manila, The Philippines.
²Quezon City Local Government, Quezon, The Philippines.
³Graduate School of Business, San Beda University, Manila, The Philippines.

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.

KEYWORDS

Atmospheric Cues, Impulse Buying Behavior, Online Trust, Perceived Enjoyment

Share and Cite:

Moreno, D. , Fabre, E. and Pasco, M. (2022) Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior. Open Journal of Business and Management, 10, 223-244. doi: 10.4236/ojbm.2022.101014.

Cited by

[1]	The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying: A Moderated Mediation Model
	Human Behavior and Emerging …, 2022

[2]	PENGARUH PERCEIVED EASE OF USE (PEOU) DAN HEDONIC SHOPPING MOTIVATION TERHADAP IMPULSE BUYING BEHAVIOR PADA PENGGUNA …
	2022

Journals Menu

Follow SCIRP

	+1 323-425-8868
	customer@scirp.org
	+86 18163351462(WhatsApp)
	1655362766

	Paper Publishing WeChat

Journals Menu

Home

About SCIRP

Service

Policies