Purpose

With the rapid growth of the Internet and the wide acceptance of e-commerce, online impulse buying is rising; however, the consumer motivation to buy impulsively within the digital setting calls for continuous exploration. Through the lens of cognitive appraisal theory, the authors aim to explore the relevance of web quality factors (cognitive processes) and hedonism (emotional response) for online impulse buying in the cross-cultural context of India and Croatia. The study also attempts to investigate the varying effects of sales promotion and payment options (cognitive processes) on the relationship between hedonism and online impulse buying.

Design/methodology/approach

The researchers in the present study have adapted the refined eTailQ scale along with factors like hedonism, sales promotion and payment options determining impulse buying—the measurement instrument comprised of a highly structured questionnaire covering consumers' attitudes and opinions regarding the explored concepts. A total of 526 responses were generated in the data collection process, wherein 264 were from India and 262 were from Croatia.

Findings

The results reveal that not all web quality determinants affect impulse buying similarly. Web informativeness significantly, but negatively, impacts impulse buying only regarding Croatian consumers, while customer service influences impulse buying in the Indian market. Web layout and privacy do not influence impulse buying. However, besides hedonism's direct impact on impulse buying in both countries, the results show that the influences of web layout and privacy on impulse buying are mediated via hedonism. Given the varying effects, this study shows that, unlike the payment options, only sales promotion represents a significant moderator that enhances the relationship between hedonism and impulse buying in both countries.

Originality/value

This study utilises cognitive appraisal theory to compare the effects in two countries through cognitive appraisals, emotional responses, and situational factors for explaining online impulse buying behaviour. The study also offers practical managerial implications.

中文翻译：

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在线冲动购买和认知评价理论：两国比较

目的

随着互联网的快速发展和电子商务的广泛接受，网上冲动购买不断上升；然而，消费者在数字环境中冲动购买的动机需要不断探索。通过认知评价理论的视角，作者旨在探讨印度和克罗地亚跨文化背景下网络质量因素（认知过程）和享乐主义（情绪反应）与在线冲动购买的相关性。该研究还试图调查促销和支付选项（认知过程）对享乐主义和在线冲动购买之间关系的不同影响。

设计/方法论/途径

本研究中的研究人员采用了完善的 eTailQ 量表，并结合了享乐主义、促销和决定冲动购买的支付选项等因素，该测量工具由高度结构化的调查问卷组成，涵盖了消费者对所探索概念的态度和意见。数据收集过程中总共产生了 526 份回复，其中 264 份来自印度，262 份来自克罗地亚。

发现

结果表明，并非所有网络质量决定因素都会同样影响冲动购买。网络信息量显着但负面地影响了克罗地亚消费者的冲动购买，而客户服务影响了印度市场的冲动购买。网页布局和隐私不会影响冲动购买。然而，除了享乐主义对两国冲动性购买的直接影响外，研究结果表明，网页布局和隐私对冲动性购买的影响是通过享乐主义介导的。考虑到不同的影响，这项研究表明，与支付方式不同，只有促销才是增强享乐主义和冲动购买之间关系的重要调节因素。

原创性/价值

本研究利用认知评价理论，通过认知评价、情绪反应和情境因素来比较两个国家的效果，以解释在线冲动购买行为。该研究还提供了实际的管理意义。