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dc.contributor.authorNghia, Ho Trong
dc.contributor.authorOlsen, Svein Ottar
dc.contributor.authorTrang, Nguyen Thi Mai
dc.date.accessioned2021-04-07T12:23:42Z
dc.date.available2021-04-07T12:23:42Z
dc.date.issued2020-02-03
dc.description.abstract<i>Purpose</i> - Based on a duality approach, this study examines the path from utilitarian value via cognitive trust versus hedonic value via affective trust in online shopping well-being. This study also explores the moderating role of extraversion in the relationships between shopping value and trust.<p> <p><i>Design/methodology/approach</i> - A data set collected from 648 online consumers in Vietnam was used to validate the measures employing confirmatory factor analysis (CFA) and to test the hypotheses using structural equation modelling (SEM).<p> <p><i>Findings</i> - The results show that online shopping well-being is determined hedonically and affectively rather than in an utilitarian manner and cognitively. Affective trust positively contributes to online shopping well-being, but cognitive trust does not. The dual-process associations between utilitarian shopping value and cognitive trust and between hedonic shopping value and cognitive trust were also confirmed. Finally, extraversion moderates the cognitive and affective associations between shopping values and trust.<p> <p><i>Originality/value</i> - This study contributes to the literature on online shopping by applying a dual perspective to confirm the role of hedonic shopping value and affective trust in positively determining online shopping well-being. As a result, this study provides a deeper understanding about if and why online shopping well-being is affect-based, instead of cognition-based.en_US
dc.descriptionAccepted manuscript version, licensed <a href=http://creativecommons.org/licenses/by-nc-nd/4.0/> CC BY-NC-ND 4.0. </a>en_US
dc.identifier.citationNghia, Olsen so, Trang NTM. Shopping value, trust, and online shopping well-being: a duality approach. Marketing Intelligence & Planning. 2020;38(5):545-558en_US
dc.identifier.cristinIDFRIDAID 1872888
dc.identifier.doi10.1108/MIP-08-2019-0411
dc.identifier.issn0263-4503
dc.identifier.issn1758-8049
dc.identifier.urihttps://hdl.handle.net/10037/20795
dc.language.isoengen_US
dc.publisherEmeralden_US
dc.relation.journalMarketing Intelligence & Planning
dc.rights.accessRightsopenAccessen_US
dc.rights.holder© 2020 Emerald Publishing Limiteden_US
dc.subjectVDP::Social science: 200::Economics: 210en_US
dc.subjectVDP::Samfunnsvitenskap: 200::Økonomi: 210en_US
dc.titleShopping value, trust, and online shopping well-being: a duality approachen_US
dc.type.versionacceptedVersionen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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