Purpose

Adopting the duality approach, this study aims to examine cognitive and affective associations between shopping values, impulse buying tendencies and consumer shopping well-being. In addition, the study also aims to test the moderating role of self-control and compare the proposed relationships across the offline and online shopping contexts.

Design/methodology/approach

A survey dataset was collected from a sample of 529 offline and online consumers in Vietnam. Structural equation modelling (SEM) was employed to test the proposed relationships among the studied constructs.

Findings

The consequence of impulse buying is positive and affect-based. In addition, the positive associations between shopping values and impulse buying via dual process are validated and moderated by self-control. In addition, the association between cognitive impulse buying and shopping well-being is stronger in the online shopping context, whereas hedonic value has more influence on affective impulse buying in the offline shopping context. All other relationships are not statistically different across the two shopping contexts.

Originality/value

This study introduces an appropriate theoretical framework for studying impulse buying—the duality approach. Second, the research validates the dual process and positive consequence of impulse buying. Third, self-control's moderating role is validated, whereas the studied associations are initially compared across shopping contexts.

中文翻译：

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跨购物环境的购物幸福感的双重过程：购物价值观和冲动购买的作用

目的

本研究采用二元法，旨在检验购物价值观、冲动购买倾向和消费者购物幸福感之间的认知和情感关联。此外，该研究还旨在测试自我控制的调节作用，并比较离线和在线购物环境中提出的关系。

设计/方法/方法

从越南 529 名线下和线上消费者的样本中收集了一个调查数据集。结构方程模型（SEM）被用来测试所研究的结构之间提出的关系。

发现

冲动购买的结果是积极的和基于情感的。此外，通过双重过程的购物价值和冲动购买之间的正相关关系通过自我控制得到验证和调节。此外，在线购物情境下认知冲动购买与购物幸福感之间的关联更强，而在线购物情境下，享乐价值对情感冲动购买的影响更大。所有其他关系在两种购物环境中没有统计学差异。

原创性/价值

本研究为研究冲动购买引入了一个合适的理论框架——对偶方法。其次，研究验证了冲动购买的双重过程和积极后果。第三，自我控制的调节作用得到验证，而研究的关联最初是在购物环境中进行比较的。