Authors: Ashish Dubey; Sonika Raitani
Addresses: Indian Institute of Management Lucknow, Uttar Pradesh, 226013, India ' Indian Institute of Management Lucknow, Uttar Pradesh, 226013, India
Abstract: Consumers' buying behaviour in the retail context has been studied from variety of perspectives. This paper attempts to develop an integrated framework of 'e-shopping momentum' (eSM) in online retail context, which theorises that an implemental mindset with action initiation leads the buyer to make more purchases. First, a new and comprehensive conceptualisation of eSM is proposed. Second, the study identifies and proposes the positive or negative effect of factors influencing eSM. These factors include prior experience, offers and coupons, payment systems, return policy, product reviews, and availability of time, mental budget, and information load. Further, several propositions have been made regarding the moderating effect of the type of product (search, experience, and credence) on the relationship between influencing factors and eSM. The proposed conceptualisation and framework can be considered as an extension and adaption of the theory of shopping momentum for the online shopping context.
Keywords: e-shopping momentum; implemental mindset; deliberative mindset; online shopping; online retailing; e-tailing; electronic retailing; electronic shopping; buying behaviour; consumer behaviour; prior experience; offers; coupons; payment systems; returns policy; product reviews; time availability; mental budget; information load; product type.
International Journal of Electronic Marketing and Retailing, 2016 Vol.7 No.4, pp.346 - 365
Received: 14 Apr 2016
Accepted: 17 Jul 2016
Published online: 05 Dec 2016 *