Purpose

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly.

Design/methodology/approach

Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0.

Findings

The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation.

Research limitations/implications

Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent.

Practical implications

Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment.

Originality/value

This study helps in understanding emerging trends in online buying behavior in India.

中文翻译：

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冲动性在网上购买完成意向中的作用：印度客户的实证研究

目的

放弃在线购物车是一个严重的问题，给电子商务的增长带来了挑战。由于有利的人口统计数据和高水平的互联网普及率，印度等新兴经济体吸引了全球营销从业者。本研究旨在考虑某些外生因素在发展购物动机中的作用，这些动机通过风险感知下的冲动依次介导在线购买完成。这项研究背后的主要动机是了解在线客户产生购买完成意图的心理机制，这可以显着防止放弃购物车。

设计/方法/方法

根据印度网民的认知，估计了与电子商务相关的电子商务外生因素，如网站属性、产品特征、促销效果和决策容易度在风险调节作用下对购物动机、冲动性和购买完成意愿的影响客户 ( n = 243) 使用基于方差的结构方程建模和 SPSS 过程宏 v.3.0。

发现

可以通过购物动机直接影响购买完成的最重要的外生变量是决策容易度和促销活动。尽管效用动机在购买完成意图中占主导地位，但享乐方面在发展冲动方面更为关键。冲动向购买完成的转变正在发生，但风险感知显着缓和了冲动的形成。

研究限制/影响

从理论上讲，本研究调查了在线购买完成是客户对电子商务中各种刺激最寻求的反应。该研究采用了有调节的中介分析，其中购物动机和冲动是中介，风险是中介。即使中介效应显着，风险对购买完成的交互作用也是显着的。

实际影响

有助于当前以虚拟零售形式出现的与知识相关的在线购买行为，并帮助营销人员简化他们的重点，将冲动作为减少购物车放弃的战略工具。

原创性/价值

这项研究有助于了解印度在线购买行为的新兴趋势。