Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality

ABSTRACT

This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality.

KEYWORDS:

• Luxury cosmetic products
• customer’s emotions
• impulsive buying
• perceived service quality
• purchase intention

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Fatemeh Golalizadeh

Fatemeh Golalizade is a PhD graduate in marketing management from University of Isfahan. She holds a master's degree in executive management from Mazandaran University. Her research interests are consumer behavior, international marketing and Branding.

Bahram Ranjbarian

Bahram Ranjbarian is a Professor of Marketing at the University of Isfahan and has research interests in consumer behaviour. He has published several articles and books in tourism. He is currently the Chief Editor of Iranian Journal of Production and Operations Management and also the Assistant Dean of research affair in the Faculty of Administrative Sciences and Economics at the University of Isfahan, Iran.

Azarnoosh Ansari

Azarnoush Ansari is an Associate Professor at the Department of Management,University of Isfahan, Isfahan, Iran. She received her Honor degrees of BSc, MSc and PhD in Industrial Management and Marketing Management from the University of Isfahan. Her research interests include Digital marketing, consumer behavior, services marketing and tourism management. She has published several research papers at national and international levels in refereed journals and conferences.