Modeling Emotive and Cognitive Origins of Consumer's Purchase Choices and Patronage Decisions

Despitetheconsiderableroleofconsumers’emotiveandcognitiveoriginsinperforminge-commerce transactions,afewempiricalinvestigationssystemicallyintegratetheutilitarianandhedonicfactors into the online retailing environment to uncover consumers’ purchase choices and repatronage decisions.Builtuponthedual-processframeworkandcognitivemodel(COG)ofsatisfactiondecisions, thisarticleproposesthatanticipatedelation(emotivefactor)andtrustpropensity(cognitivefactor) arethedeterminantsofimmersivesatisfaction(emotivefactors/outcome)andrepatronageintention (cognitiveoutcome).Thestudyfurtherarguesthattheutilitarianandhedonicfactorsmoderatesthe proposedrelationships.Asampleof424validquestionnaireswascollectedfromexperiencedonline consumersinMalaysia.Statisticalanalysisofthestudywasconductedusingpartialleastsquare(PLS), whichisavariance-basedstructuralequationmodeling(VB-SEM)technique,forbothmeasurement andstructuralassessments.Theempiricalevaluationsupportsthestructuralrelationshipsbetween exogenousandendogenousconstructsintheonlineretailingenvironment.Additionally,utilitarian andhedonicproducttypemoderatestheproposedstructuralrelationships,exceptfortherelationship between anticipated elation and immersive satisfaction. The research’s practical and theoretical implicationsarediscussed. KEywORDS Anticipated Elation, Dual-Process Framework, Immersive Satisfaction, Repatronage Intention, Retailing, Trust Propensity

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