Online Impulse Buying and Cognitive Dissonance: Examining the Effect of Mood on Consumer Behaviour

by Giovanni Mattia, Alessio Di Leo, Ludovica Principato

Book Overview

Consumers' beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to...

• Format: Paperback
• Language: English
• ISBN: 3030659259
• ISBN13: 9783030659257
• Release Date: February 2022
• Publisher: Palgrave MacMillan
• Length: 99 Pages
• Weight: 0.34 lbs.
• Dimensions: 0.3" x 5.8" x 8.3"