Abstract:
Purpose: The study aims to analyse the influence of website attributes' direct and
indirect impact on impulsive buying behaviour with the mediation role of hedonic
motivation in the Sri Lankan context.
Design/methodology/approach: The study was carried out with the results of a
survey in which 319 respondents participated, and the data were analysed using
structural equation modelling. (SmartPLS 4 software).
Findings: The results indicate that website experience impacts consumers'
hedonic motivation more than other website attributes. At the same time, hedonic
motivation mediates the relationship between the website attributes (web
experience, website quality, and website content) of online purchasing and
impulsive buying behaviour.
Practical implications: Managers should focus on website experience rather than
other attributes. At the same time, website quality and content should also be
considered in online purchasing to attract customers.
Practical limitation: This study examined a limited number of antecedents of
hedonic motivation. Analyzing other influencing factors, such as social media,
technological facilities, and the comfort of shopping, may also explain hedonic
motivation.
Originality/value: This study investigates the mediating role of hedonic
motivation between website experience, website quality, and website content
with impulsive buying behaviour. Moreover, by using the models of S-O-R, this
study highlights the customer experience in a website's motives for impulsive
online purchasing.
