Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms

Muhammad Muhammad Bilal Gulfraz, Muhammad Sufyan*, Mekhail Mustak, Joni Salminen, Deepak Kumar Srivastava

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

56 Citations (Scopus)


Research offers some indication that the online customers' shopping experience (OCSE) can be a strong predictor of online impulsive buying behavior, but there is not much empirical support available to form a holistic understanding; whether, and indeed how, the effects of the OCSE on online impulsive buying behavior are affected by customers' attitudinal loyalty and self-control are not well understood areas of research. In this study, we examine how functional and psychological dimensions of the OCSE influence online impulsive buying within e-commerce platforms. We will investigate customers' attitudinal loyalty as a mediator between the OCSE and online impulsive buying behavior, and the customers' self-control as a moderator between customers' attitudinal loyalty and online impulsive buying. To analyze these relationships we will conduct an online survey (n = 1489) with customers of two leading Chinese e-commerce platforms: Jindong and Taobao. The findings from structural equation modeling indicate a positive relationship between the tested dimensions of the OCSE and customers' online impulsive buying. We also find a mediating role of customers' attitudinal loyalty and negative moderation of customers’ self-control. Theoretically, the findings contribute to the literature regarding online impulsive buying and the online customer experience. For managers, the findings stress the importance of ethical management with regard to the online shopping experiences.
Original languageEnglish
Peer-reviewed scientific journalJournal of Retailing and Consumer Services
Number of pages12
Publication statusPublished - 2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Online customers’ shopping experience
  • Attitudinal loyalty
  • Online impulsive buying behavior
  • e-commerce platforms
  • Consumer behavior

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoHP: Digitisation and sustainability in intellectual property


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