THE MEDIATING ROLE OF HEDONIC MOTIVATION IN THE RELATIONSHIP BETWEEN WEBSITE ATTRIBUTES AND ONLINE IMPULSIVE BUYING BEHAVIOUR

Abstract

In the contemporary era, online activities have emerged as a platform that offers customers the chance to fulfil their specific requirements. This study uses the Stimulus-Response Model (S-O-R) to examine website attributes' direct and indirect effects on impulsive buying behaviour in the Sri Lankan context. Additionally, the study seeks to explore the mediating role of hedonic motivation in this relationship. A survey was administered online to gather data for the proposed conceptual model among individuals belonging to the Millennial generation. The model was subsequently evaluated using Partial Least Squares (PLS) modelling technique, with the analysis conducted using Smart PLS 4 software. Confirmatory analysis was employed to assess the reliability and validity of the reflective constructs. The findings suggest that the website experience has a greater influence on consumers' hedonic factors than other website attributes. Harmonic motivation mediates the attributes of online purchasing websites, including web experience, website quality, and website content. The results have implications for marketers and fashion retailers in optimising their website attributes based on social pressure and hedonic factors