Journal of Research in Interactive Marketing, Journal Year: 2024, Volume and Issue: unknown
Published: Oct. 26, 2024
Purpose This study uses self-determination theory (SDT) to investigate the impact of limited-time deals and credit card usage on online impulse buying behavior, with a focus hedonic motivation as mediating variable. Design/methodology/approach A survey was conducted 290 participants from northern India, specifically Punjab, Haryana, Delhi NCR Chandigarh. The current analysis validates conceptual framework using partial least squares structural equation modeling (PLS-SEM) methodology. Findings results indicate that have favorable both behavior. Additionally, mediates relationship between deals, Originality/value study’s originality stems its novel application SDT effects buying. By exploring role motivation, it sheds new light psychological dynamics consumer
Language: Английский