Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior
Open accessAbstract
In an attempt to gain new insights about impulse-buying behavior and its vital role in electronic shopping, this study used the stimulus-organism-response (SOR) model. This study will first explore how virtual atmospheric cues impact online trust, and then investigate the relationship between online trust and impulse-buying behavior, as mediated by perceived enjoyment. The study employed a quantitative design using a causal research approach through partial least squares-structural equation modeling (PLS-SEM) to assess links between variables. Sampling was chosen using a purposive technique with 363 respondents comprised of the millennial generation who have experienced buying in an online store in the Philippines. The result suggests that customers who perceived online content, design, reviews, and promotions of an e-store are more likely to trust the site. In addition, the positive relationship between online trust and impulse buying behavior is partially mediated by perceived enjoyment. Managerial implications for strengthening marketing methods to build customer trust in online commerce are highlighted.
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Perceived trust positively promotes users' spontaneous buying intention.
“existing empirical research demonstrates that perceived trust can positively promote users' S-BI.”
Perceived trust not only directly increases spontaneous buying intention but also indirectly facilitates it by enhancing perceived enjoyment.
“Moreno et al. (2022) [51] found that in virtual environments, perceived trust not only directly increases S-BI but also indirectly facilitates it by enhancing perceived enjoyment.”
Cites
Texas A&M International University, Kock, N., Lynn, G., & Stevens Institute of Technology (2012) · Journal of the Association for Information Systems · doi:10.17705/1jais.00302 · Cited by 3,783 · see citing works
Methodology series module 3: Cross-sectional studies
Setia, M. (2016) · Indian Journal of Dermatology · doi:10.4103/0019-5154.182410 · Cited by 1,393 · cited 1× · see citing works
“Furthermore, this cross-sectional study is observational in nature and is referred to as descriptive research because it evaluates the outcome and observation in study participants at the same time rather than the cause of something (Setia, 2016).”
BackgroundTrust in consumer-to-consumer electronic commerce
Jones, K., & Leonard, L. N. K. (2008) · Information & Management · doi:10.1016/j.im.2007.12.002 · Cited by 272 · see citing works
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Hu, S., Liu, J., Li, H., Yin, J., & Liu, X. (2025) · Journal of Theoretical and Applied Electronic Commerce Research · doi:10.3390/jtaer20040290 · Cited by 11 · see citing works
- Authors
- Moreno, D. E., Fabre, E., & Pasco, M.
- Affiliations
- Malayan Colleges Laguna (PH)
- San Beda University (PH)
- Venue
- Open Journal of Business and Management
- Publisher
- Scientific Research Publishing, Inc.
- Published
- 2022
- Volume
- 10
- Issue
- 01
- Pages
- 223-244
- ISSN
- 2329-3284 (ISSN-L)
- 2329-3292
- OpenAlex
- W4206279783
- Cited by
- 29
- References
- 3
- Citations by year
- 2026: 1 · 2025: 6 · 2024: 12 · 2023: 9 · 2022: 1
- FWCI
- 5.59
- Type
- journal article
- Language
- en
- Open access
- diamond
- doi.org
- Locations
- Open Journal of Business and Management (publishedVersion, cc-by)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- atmospheric cues, online trust, perceived enjoyment, impulse buying, e-commerce, stimulus-organism-response model, millennial consumers, online store design, online reviews, digital marketing, consumer trust
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