INTRODUCTION
Research necessity
Subjective well-being has become a focal point for consumer researchers, spanning various fields like marketing and psychology, particularly in relation to consumption behaviors (Lee & Ahn, 2016) Recent studies have highlighted the significance of shoppers' subjective well-being linked to their shopping experiences, viewing shopping as an essential aspect of life (Ekici et al., 2018) The positive effects of shopping, such as pleasure, arousal (Liao et al., 2016), and satisfaction (Kesari & Atulkar, 2016), play a crucial role in enhancing shoppers' overall quality of life, encapsulated in the concept of shopping well-being (Ekici et al., 2018).
A duality approach that considers cognition and affect has been extensively utilized in consumer research to explore various dimensions of shopping behavior This perspective has shed light on the interplay between positive and negative emotions, hedonic versus utilitarian motivations, and the balance of impulse and self-control in shopping activities It reveals that consumers engage in shopping for both work and fun, driven by a combination of rational decision-making for cost-benefit efficiency and emotional rewards such as pleasure and playfulness Consequently, understanding these cognitive and affective factors is essential for explaining shopping well-being and preferences in online shopping environments.
Online shopping is inherently risky, highlighting the importance of trust (Ariffin, Mohan, & Goh, 2018; Kim & Koo, 2016) While there is no universally accepted definition of online trust, it is recognized as a multi-faceted concept that varies across research disciplines (Punyatoya, 2019) A significant barrier to online purchasing is the lack of trust (Beldad, De Jong, & Steehouder, 2010), making trust a crucial factor in encouraging consumer participation and enhancing satisfaction in online shopping Most studies on e-commerce trust have concentrated on its impact on online attitudes, satisfaction, intentions, and behavioral loyalty (Kim & Peterson, 2017).
Impulse buying, characterized by unplanned and sudden purchasing driven by pleasure or excitement, is a prevalent shopping behavior in the online environment Research indicates that shopping values significantly influence consumers' decisions, with hedonic value recognized as a key factor that encourages impulsive purchases.
In addition, the impact of this spontaneous shopping motive on consumers remains controversial while it can be either positive or negative Specifically, Xiao and Nicholson
Impulse buying can be viewed as a double-edged sword in shopping, offering potential benefits while also posing risks such as financial issues, post-purchase regret, and diminished self-esteem (Boonchoo & Thoumrungroje, 2017) This dual impact suggests that impulse buying can significantly affect shopping well-being, both positively and negatively In the realm of online shopping, understanding the consequences of impulse buying requires an exploration of its relationship with shopping well-being Consequently, factors like trust and impulse buying may play a crucial role in mediating the connection between perceived shopping value and overall online shopping well-being.
Online shopping well-being is significantly influenced by shopping values, which are mediated by trust and impulse buying Existing literature highlights trust as a crucial determinant of shopping values, emphasizing its role in shaping consumer behavior.
Research on the relationship between shopping values and trust remains limited, despite the potential for different facets of values to serve as antecedents to trust (Kim & Peterson, 2017) Various academic disciplines, including philosophy, psychology, management, and marketing, employ distinct theoretical frameworks to explore this relationship (Beldad et al., 2010; Punyatoya, 2019) For instance, Chiu et al (2014) utilize mean-end chain theory to demonstrate that utilitarian and hedonic values drive online intentions and behaviors Additionally, other studies adopt a value–attitude–behavior (VAB) framework to further investigate this dynamic (Chen & Lee, 2008; Al-Debei et al., 2015).
According to Homer and Kahle (1988), online shopping values shape attitudes that ultimately influence consumer behavior This study posits that trust serves as a mediator between shopping values and online shopping well-being Additionally, prior research has confirmed the significant role of hedonic shopping value in predicting impulse buying behavior (e.g., Yu & Bastin).
The Big Five personality traits have been extensively validated in consumer research, highlighting their significant influence on behaviors such as impulse buying Studies indicate that traits like extraversion, conscientiousness, and neuroticism notably predict impulse buying tendencies, while agreeableness and openness to experience show less impact Furthermore, the moderating effects of personality traits on shopping values in online contexts have been underexplored Notably, research by Chen and Lee (2008) revealed that agreeableness and conscientiousness enhance utilitarian shopping, whereas emotional stability, openness, and extraversion are more conducive to hedonic shopping values.
Extraversion is the key personality trait influencing online consumer engagement, while self-control significantly affects buying behaviors and impulse purchases Although impulse buying has been widely studied in offline settings, the online shopping environment has become increasingly conducive to such behaviors Despite numerous studies focusing on impulse buying in online contexts, there is a noticeable gap in research comparing impulse buying between offline and online environments.
1.1.2.1 The association between shopping values and trust, and between shopping values and impulse buying via the dual processes remains unexamined
Current literature reveals inconclusive relationships between shopping values and trust, necessitating further investigation (Beldad et al., 2010) While trust is often viewed as a determinant of shopping values in existing studies (e.g., Chai et al., 2015), there is a notable lack of research exploring how shopping values might predict trust Recent studies suggest that considering various aspects of values as potential antecedents of trust could be a valuable approach (see Kim & Peterson, 2017 for a recent review).
Intensive research on impulse buying indicates that this behavior is primarily driven by emotions, as noted by Weinberg and Gottwald (1982), who describe it as a thoughtless action influenced by strong feelings The concept of hedonic value, which emphasizes the emotional benefits derived from purchasing or consuming products, is commonly linked to impulse buying Studies, such as those by Yu and Bastin (2010), demonstrate the predictive relationship between hedonic value and impulse buying Furthermore, researchers like Verplanken and Sato (2011) and Chen and Wang (2016) highlight the close association between hedonic value and consumer impulse buying behavior With the rise of online retail, there is a growing interest in exploring impulse buying in this context, although research in this area is still emerging (Chen & Wang, 2016).
Impulse buying is influenced by cognitive processes, as cognitive deliberation plays a significant role in the decision-making of impulse buyers (Coley & Burgess, 2003) This behavior encompasses both affective and cognitive components, including unplanned purchases and a disregard for future consequences Weinberg and Gottwald (1982) identify three key determinants of impulse buying: reactive, affective, and cognitive components Rook and Fisher (1995) suggest that past consumer experiences drive impulsive purchasing tendencies, while Burroughs (1996) emphasizes the cognitive impact of information analysis on impulse buying decisions Chen, Su, and Widjaja (2016) argue that impulse buying does not inherently lack rationality, as it can involve logical decision-making processes (Hawkins & Mothersbaugh, 2010) Ultimately, impulse buying is viewed as a consequence of information processing (Xiao & Nicholson, 2013; Verhagen & Van Dolen, 2011; Shen & Khalifa, 2012).
Existing research indicates that impulse buying is often negatively influenced by cognitive processes, particularly in online shopping, where utilitarian browsing can diminish consumers' impulsiveness (Lee & Lee, 2003) However, shopping value may positively impact impulse buying within this context, as online shopping offers convenience and time-saving benefits (Wolfinbarger & Gilly, 2000; Monsuwé et al., 2004; Kim & Eastin, 2011) Overby and Lee (2006) suggest that utilitarian value significantly enhances preferences for retailers and purchase intentions online Consumers typically engage in cognitive evaluations of product information prior to making purchases (Peter & Olson, 2010), and the information available on retail websites influences their cognitive judgments, which are crucial for the impulse buying process (Parboteeah, Valacich, & Wells, 2009; Weinberg & Gottwald, 1982) Shopping fulfills both hedonic and utilitarian needs (Babin et al., 1994), indicating that impulse buying can be positively influenced by shopping value in a duality cognitive approach Nonetheless, the positive effects of shopping value on impulse buying, particularly in online environments, have been insufficiently explored in existing literature.
1.1.2.2 Shopping well-being has rarely been explained by the dual processes from shopping value, trust and impulse buying
Recent studies on shopping well-being have focused on the bottom-up spillover hierarchy of life satisfaction For example, Lee et al (2014) explored how shopping influences consumers' overall life satisfaction using this approach This methodology has also been applied in the research conducted by Ekici and colleagues.
Research objectives
This thesis investigates the influence of shopping value, trust, and impulse buying on online shopping well-being through a duality approach, while also exploring how consumer personality traits moderate these relationships To achieve this, two primary studies were conducted: Study 1 and Study 2.
Underlined by the duality approach, the study 1 mainly focused on the online shopping context of Vietnam and aimed to:
Examine the cognitive and affective associations between shopping values and trust;
Investigate the influences of cognitive and affective trust on online shopping well- being; and
Examine the moderating role of extraversion on the dual relationships between shopping values and trust
The study 2 also adopted the duality approach and focused on both the online and offline shopping context of Vietnam to:
Investigate the cognitive and affective processes from shopping values to impulse buying;
Investigate the impacts of cognitive and affective impulse buying on shopping well- being;
Examine the moderating effect of self-control in the dual relationships between shopping values and impulse buying; and
Overall research methods
This research focuses on the online shopping habits of Vietnamese consumers, while also considering offline shopping to meet its objectives The Vietnamese e-commerce market saw remarkable growth, exceeding 32% in 2019 and projected to remain above 30% in 2020 (Vietnam E-business Index, 2020) E-commerce has gained immense popularity, particularly among the 9X generation in Ho Chi Minh City, making it a preferred shopping channel (Vietnam E-business Index, 2020, p.9) According to the E-Business Index report, Ho Chi Minh City led Vietnam in the B2C component index in 2019, indicating that consumers in HCMC are well-acquainted with online purchasing.
Vietnamese shoppers are characterized by their tendency to "shop often, buy little," as noted by McDonald, Darbyshire, and Jevons (2000) This high shopping frequency stems from a genuine enjoyment of shopping and a lack of planning, highlighting the impulse buying behavior prevalent among Vietnamese consumers These traits make Ho Chi Minh City (HCMC) an ideal context for studying impulse buying behavior in Vietnam.
This study utilized established unidimensional measures for all constructs, employing scales from Voss et al (2003) to assess dual shopping values, which included five items for utilitarian value and six items for hedonic value Additionally, cognitive and affective trust were evaluated using five items each, adapted from the work of Dabholkar and van Dolen.
In a study by de Ruyter (2009), online shopping well-being was assessed using three items from Ekici et al (2018) Extraversion was evaluated through eight items based on the framework established by Benet-Martínez and John (1998) Additionally, cognitive impulse buying and affective impulse buying were measured with four items each, derived from the scale utilized by Verplanken and Herabadi.
(2001) There were 5 items adopted from Tangney, Baumeister, and Boone (2004) used to measure self-control
This thesis utilized convenience sampling and a self-administered method to gather survey data through two main studies Study 1 focused on online consumers in Ho Chi Minh City, with a sample size of 648, to validate measures of utilitarian and hedonic value as antecedents, cognitive and affective trust as mediators, extraversion as a moderator, and online shopping well-being as the outcome Conversely, Study 2 involved 529 participants, comprising 266 offline shoppers and 263 online consumers, to assess the same antecedents and to validate cognitive and affective impulse buying as mediators, self-control as a moderator, and overall shopping well-being as the outcome Both studies employed confirmatory factor analysis (CFA) for measure validation and Structural Equation Modeling to test the proposed models and hypotheses.
Research contributions
This thesis enhances consumer literature by exploring the relationships between shopping values, trust, and impulse buying It validates the dual associations between shopping value and trust, as well as between shopping value and impulse buying This study is among the first to confirm the duality approach in explaining the consumer value-attitude relationship, while also clarifying that impulse buying involves both affective and cognitive components.
This study found a strong positive correlation between affective trust and online shopping well-being, highlighting the importance of emotional factors over utilitarian ones in the shopping experience Consequently, it offers valuable insights and makes a significant contribution to the existing literature on online shopping well-being.
This study highlights the positive relationship between shopping and consumers' subjective well-being, demonstrating that impulse buying significantly enhances shopping-related well-being through both cognitive and emotional processes However, the outcomes of impulse buying continue to be a topic of debate in existing research.
& Thoumrungroje, 2017) Therefore, the research findings also contributed to existing literature by validating the positive consequence of impulse buying
This study validates the moderating roles of extraversion and self-control, contributing to the literature on personality traits in consumer behavior It highlights the understudied impact of these traits, making it one of the first to explore their effects Additionally, by comparing offline and online shopping contexts, the research reveals significant differences and similarities in the relationships between shopping value, impulse buying, and shopping well-being.
The study reveals critical insights for e-commerce policy makers and practitioners, highlighting that shopping values significantly boost trust in online shopping and encourage impulse buying in both online and offline environments Retailers should focus on enhancing both utilitarian and hedonic values to effectively build consumer trust and stimulate impulsive purchasing behavior.
Affective trust significantly influences online consumers' shopping well-being, suggesting that e-retailing managers should enhance trust by demonstrating a willingness to serve their customers Additionally, e-tailers can leverage consumers' extraversion to amplify the positive effects of shopping values on trust However, the increase in impulsive purchases driven by shopping values is influenced by consumers' self-control traits, regardless of the shopping context Therefore, both online and offline retailers must develop strategies to mitigate the negative effects of self-control on impulse buying influenced by shopping values.
Thesis structure
The first section of the thesis, Chapter 1 – Introduction, generally introduces the research problems, existing gaps, research methods and overall research contributions
Chapter 2 provides a comprehensive review of the theoretical background essential for developing the research model, highlighting the proposed relationships among shopping value, trust, impulse buying, online shopping well-being, extraversion, and self-control Additionally, the chapter introduces two sub-models that are examined in Study 1 and Study 2, offering a clear framework for the research.
Chapter 3 of the thesis presents the findings of Study 1, which was published in Marketing Intelligence and Planning, encompassing all essential elements of a research publication.
Similarly, Chapter 4 presents the latest revision of the study 2 that is submitted for the 2nd reviewing round of the Asia Pacific Journal of Marketing and Logistics
The final section of the thesis presents the key conclusions of the research, discussing the overall findings along with their theoretical and practical implications Additionally, Chapter 5 highlights the limitations of the study and suggests directions for future research.
LITERATURE REVIEW AND OVERALL MODEL
Research constructs and theoretical background
Subjective well-being encompasses various research approaches, primarily viewed through the lens of hedonism, which suggests that individuals evaluate their lives positively in both cognitive and affective dimensions (Diener et al., 1985) It is often measured by the Satisfaction with Life Scale, reflecting overall life satisfaction However, Pavot and Diener (2008) emphasize that subjective well-being comprises not only cognitive satisfaction but also affective elements, identifying three key components: life satisfaction, positive affect, and the absence of negative affect Additionally, related constructs such as happiness, meaningfulness, hedonic well-being, and eudaimonic well-being have been explored in the literature (Baumeister et al., 2013; Disabato et al., 2016).
El Hedhli et al (2013) explore the concept of shopping well-being, which highlights how shopping impacts an individual's overall well-being Recent studies, such as Ekici et al (2018), categorize shopping's effects into positive (shopping well-being) and negative (shopping ill-being) Shopping well-being is defined as the extent to which shopping enhances consumers' quality of life, while shopping ill-being refers to its adverse effects Despite varying outcomes, the literature consistently emphasizes the positive aspects of shopping, including pleasure and arousal (Liao et al., 2016), hedonic enjoyment (Babin et al., 1994), satisfaction (Kesari & Atulkar, 2016), and flow (Bilgihan).
This study builds on the work of Ekici et al (2018) to define online shopping well-being as the positive impact of online shopping on consumers' quality of life Prior research has identified several key predictors of shopping well-being, including external factors such as store layout and stock-outs, as well as social and cultural attitudes, values, and personality traits (El Hedhli et al., 2013; Lee & Sirgy, 2004).
El Hedhli et al (2013) highlight the crucial roles of mall functionality, convenience, safety, leisure, atmospherics, and self-identification in enhancing shopping well-being, with shopping values identified as key determinants Further research by El Hedhli et al (2016) reinforces the significant impact of shopping values on well-being in physical malls However, the relationship between shopping values and well-being in online shopping remains underexplored This study aims to investigate how dual shopping values—utilitarian and hedonic—affect online shopping well-being.
Researchers have increasingly focused on understanding why people make purchases, identifying utility as a key factor However, the experiential aspects of consumption, known as hedonic consumption, play a significant role in this phenomenon This concept encompasses the multi-sensory, fantasy, and emotional dimensions of a consumer's interaction with a product, providing a deeper insight into purchasing behavior (Hirschman & Holbrook, 1982).
Consumers are driven by both maximized utility and emotional desires, as highlighted in the literature on consumption values (Sheth, Newman, & Gross, 1991) The authors identify five key values that influence purchasing decisions: functional value, emotional value, conditional value, social value, and epistemic value These values correspond to cognitive, affective, situational, social, and novel benefits of consumption, illustrating the multifaceted motivations behind consumer behavior (Sheth et al., 1991).
Consumption activities are influenced by two primary types of value: utilitarian and hedonic (Babin et al., 1994) Utilitarian value focuses on the practical benefits of shopping, emphasizing the cognitive rewards from a deliberate pursuit of goals, while hedonic value highlights the enjoyment and emotional satisfaction derived from the shopping experience (Babin et al., 1994) Shoppers are motivated not only by the desire to acquire products but also by the emotional engagement that shopping can provide (Chen & Wang, 2016) Consequently, consumer perceptions and behaviors shift based on the values they seek, which is encapsulated in the Value – Attitude – Behavior (VAB) framework (Homer & Kahle, 1988) This model illustrates that individuals are guided by their values, shaping their attitudes and ultimately influencing their shopping decisions (Maio & Olson).
In online shopping, various ultimate shopping goals influence consumers' perceptions of making purchases, leading to distinct buying behaviors Research indicates that a consumer's trusting attitude and impulse buying behavior are significantly shaped by their shopping values.
Recent studies have underscored the importance of shopping values, particularly the dual processes of hedonic and utilitarian motivations that influence consumer behavior in both offline and online environments (Giovanis & Athanasopoulou, 2017; Sarkar et al., 2018; Varshneya et al., 2017; Kesari & Atulkar, 2016) According to Batra and Ahtola (1991), consumers engage in shopping for two primary reasons: to achieve hedonic gratification through sensory experiences and to fulfill utilitarian needs based on expected outcomes This study explores these dual values as cognitive and affective benefits that drive online shopping behavior.
Trust is believed to be one of the most important factors in marketing (Morgan & Hunt, 1994; Walsh & Mitchell, 2010) that reflects the dependences among parties in a relationship
Trust is the willingness to be vulnerable based on the actions of others, regardless of one's ability to monitor or control them (Mayer, Davis, & Schoorman, 1995) It reflects a behavioral reliance on others in conditions of risk (Curral & Judge, 1995) and is recognized as a multi-faceted attitude construct that includes cognition-based and affect-based trust (McAllister, 1995) Cognitive trust arises from rational assessments of a partner's reliability (Hansen et al., 2002), making it more objective and knowledge-driven (Johnson & Grayson, 2005) Conversely, affective trust is rooted in emotional bonds and the feelings individuals have towards one another, which helps reduce uncertainty and fosters confidence in the relationship (McAllister, 1995; Basso et al., 2001) This type of trust is subjective and emotion-driven, relying on the trustor's comfort and security in their dependence on the trustee (Komiak & Benbasat, 2004; Karimov et al., 2011).
Cognitive trust in shopping is defined as consumers' rational expectations regarding retailers' competence, reliability, and predictability This trust is built on the belief that retailers will consistently demonstrate honest and dependable behavior, fulfilling their obligations as promised Additionally, trust is influenced by emotional attachment, where positive feelings from past transactions enhance consumers' confidence in retailers Affective trust emerges when consumers perceive that retailers are genuinely interested in their well-being, reinforcing a strong buyer-provider relationship.
In the realm of online shopping, consumers encounter various risks stemming from unpredictable behaviors of e-tailers and the surrounding environment Key risks include payment, product, information, time, and psychological factors, all of which can adversely affect shoppers' purchase intentions However, research indicates that establishing trust can significantly mitigate these perceived risks, enhancing the overall online shopping experience.
2016), but also leverages online consumers’ purchase intention, satisfaction or loyalty (Kim
Trust is essential for online consumers, as it shapes their attitudes towards e-tailers From a duality perspective, trust involves both cognitive and affective dimensions Cognitive trust arises from rational evaluations of e-tailers, such as assessing their reputation, while affective trust is rooted in the emotional responses of online shoppers, enhancing their perception of e-tailers' trustworthiness.
2010) In this study, cognitive and affective trust are considered two separate components of online consumers’ willingness to be dependent on e-tailers
Impulse buying is a prevalent shopping behavior characterized by unplanned purchases driven by immediate urges rather than premeditated plans This reactionary behavior occurs in response to various stimuli, both external and internal, leading to sudden and unreflective buying decisions with minimal evaluation Scholars agree that impulse purchases are primarily influenced by emotions such as pleasure and excitement, highlighting the affective nature of this phenomenon The concept of affective impulse buying encapsulates these emotional drivers, underscoring the intense feelings that compel consumers to shop spontaneously.
Impulse buying, primarily influenced by emotions, also involves cognitive deliberation in the decision-making process (Coley & Burgess, 2003) Research indicates that logical reasoning plays a role in impulse purchases, highlighting the significance of individual cognitive processes (Hawkins & Mothersbaugh, 2010; Rook & Fisher, 1995; Shen & Khalifa, 2012) Xiao and Nicholson (2013) further assert that impulse buying arises from cognitive information processing, emphasizing that shoppers' cognition drives these spontaneous purchases This cognitive dimension is encapsulated in the concept of cognitive impulse buying, which denotes a lack of deliberation, thought, and planning (Verplanken & Herabadi, 2001).
Overall research model
This study employs a duality approach to explore the relationships between consumers' shopping value, trust, impulse buying, and shopping well-being, examining both cognitive and affective processes It highlights how utilitarian and hedonic values shape consumers' cognitive and affective trust, which subsequently influences their impulse buying behaviors Furthermore, shopping well-being is presented as a result of these dual trust and impulse buying dynamics The research model also incorporates personality traits such as extraversion and self-control, which may moderate the connections among shopping value, trust, and impulse buying.
To achieve the research objectives, the overall research model is divided into several studies, with two primary studies focusing on the sub-models illustrated in Figure 2.2: Study 1 and Study 2.
Figure 2.2: Research models of study 1 and study 2
STUDY 1: SHOPPING VALUE, TRUST AND ONLINE SHOPPING WELL-BEING: A DUALITY APPROACH
Introduction
Subjective well-being has become a focal point for consumer researchers, particularly in understanding how shopping activities influence shoppers' overall happiness Recent studies, such as those by Ekici et al (2018), highlight the growing interest in exploring the relationship between shopping experiences and individual well-being.
Shopping is an essential and unavoidable aspect of human life, recognized for its positive impacts, including pleasure, arousal, and satisfaction These benefits play a crucial role in enhancing shoppers' overall quality of life, encapsulated in the idea of shopping well-being.
The duality approach, which examines the interplay between cognition and affect, has been extensively utilized in consumer research to explore various aspects such as positive and negative affect, shopping motivations, and impulse buying This framework reveals that shopping encompasses both hedonic and utilitarian dimensions, indicating that consumers make decisions based not only on rational considerations of cost and utility but also on emotional experiences like pleasure and enjoyment These cognitive and affective aspects significantly enhance consumers' shopping well-being However, the application of the duality approach to investigate shopping well-being as a result of shopping value, particularly in the online shopping environment, remains underexplored.
Online shopping is associated with inherent risks, with a significant barrier being the lack of trust among consumers (Ariffin et al., 2018; Kim & Koo, 2016) The absence of a universally accepted definition of online trust complicates matters, as it is a multi-faceted concept that varies across different research disciplines (Punyatoya, 2019) Most existing studies on e-commerce trust have primarily examined its impact on online attitudes, satisfaction, intentions, and behavioral loyalty (Kim & Peterson).
2017) This study contributes to the existing literature on online shopping by studying the impacts of dual trust (cognitive and affective) on online shopping well-being
Online shopping well-being is significantly influenced by shopping values and trust, yet the relationship between these factors remains inconclusive and warrants further investigation (Beldad et al., 2010) While existing literature primarily views trust as a determinant of shopping values (Chai et al., 2015), there is a gap in research exploring how shopping values may predict trust Recent studies suggest that different facets of values could serve as antecedents to trust (Kim & Peterson, 2017) Various theoretical frameworks, including mean-end chain theory and value–attitude–behavior (VAB) models, are employed across disciplines to analyze the interplay between shopping values and trust (Beldad et al., 2010; Punyatoya, 2019) For instance, Chiu et al (2014) argue that utilitarian and hedonic values drive online shopping intentions, while other research posits that shopping values shape attitudes that ultimately influence consumer behavior (Chen & Lee, 2008; Al-Debei et al., 2015) This study posits that trust acts as a mediator between shopping values and online shopping well-being.
The Big Five personality traits have been extensively validated in consumer research, highlighting their predictive role (Choi et al., 2015; Costa & McCrae, 1992; Ul Islam et al., 2017) While the moderating influence of consumer personalities has been explored in offline purchasing contexts (Menidjel, Benhabib, & Bilgihan, 2017), their impact in online shopping, particularly regarding the relationship between online shopping values and trust, remains under-researched Notably, extraversion significantly influences online consumer beliefs related to hedonic value (Chen & Lee, 2008) and is a key predictor of consumer engagement in online brand communities, as well as online shopping intentions (Ul Islam et al., 2017).
This study utilizes a duality approach to explore online shopping in Vietnam, focusing on the relationships between shopping values and trust It aims to examine how cognitive and affective trust influence online shopping well-being and the moderating effect of extraversion on these relationships Employing Structural Equation Modelling (SEM), the research confirms that both shopping values and trust positively impact online shopping well-being The paper further outlines the theoretical framework, hypotheses, research methodology, data analysis, and results, concluding with discussions and implications.
Background and Literature review
3.2.1 The positive consequence of online shopping: Online shopping well-being
Subjective well-being encompasses an individual's positive evaluation of life from both cognitive and affective perspectives, as highlighted by Diener et al (1985) It is primarily measured through the Satisfaction with Life Scale, reflecting overall life satisfaction However, Pavot and Diener (2008) emphasize that true subjective well-being includes not only cognitive satisfaction but also affective elements, identifying three key components: life satisfaction, the presence of positive emotions, and the absence of negative emotions.
El Hedhli et al (2013) explore the concept of shopping well-being, highlighting its impact on consumers' overall quality of life Recent research by Ekici et al (2018) categorizes shopping's effects into positive and negative dimensions, defining shopping well-being as the positive contributions to life quality, while shopping ill-being reflects its adverse effects Despite the potential for negative outcomes, literature consistently emphasizes the positive aspects of shopping, such as pleasure, arousal (Liao et al., 2016), hedonic enjoyment (Babin et al., 1994), satisfaction (Kesari & Atulkar, 2016), and flow (Bilgihan, 2016) This study adopts Ekici et al.'s (2018) framework to examine online shopping well-being, focusing on its beneficial effects on online shoppers' quality of life.
Research on shopping well-being has identified key predictors such as external factors like store layout, social attitudes, and personal values (El Hedhli et al., 2013; Lee & Sirgy, 2004) Notably, shopping values are significant determinants of shopping well-being, particularly in mall settings (El Hedhli et al., 2016) However, this relationship has been underexplored in the context of online shopping This study aims to investigate how dual shopping values—utilitarian and hedonic—affect online shopping well-being.
3.2.2 Dual shopping values: Utilitarian and hedonic value
Shoppers are motivated by both product offerings and emotional connections during the shopping experience, seeking both utilitarian and hedonic value Utilitarian value encompasses the cognitive benefits derived from a deliberate pursuit of specific outcomes, while hedonic value reflects the enjoyable and playful emotional states that can arise from making a purchase.
According to Holbrook (1982), consumers seek not only primary utilitarian benefits but also emotional and aesthetic experiences that provide enjoyment Voss et al (2003) categorize consumer attitudes into utilitarian and hedonic dimensions, which correspond to the functional benefits of a product and the sensory experiences it offers Recent studies, including those by Giovanis & Athanasopoulou (2017), Sarkar et al (2018), and Varshneya et al (2017), emphasize the importance of these dual shopping values in consumer behavior.
Research indicates that hedonic and utilitarian shopping values are essential for understanding both offline and online shopping motivations (Kesari & Atulkar, 2016; Chiu et al., 2014) Batra and Ahtola (1991) highlight that consumers engage in shopping primarily for two reasons: to achieve hedonic gratification from sensory experiences and to fulfill utilitarian needs based on expected outcomes This study explores these dual shopping values as cognitive and affective benefits within the online shopping environment.
3.2.3 The dual perspective of trust: Cognitive and affective trust
Trust reflects an individual’s willingness to depend on the behaviours of the partner in a relationship and is a multi-faceted attitude construct (e.g Beldad et al., 2010; Ha et al.,
Research indicates that trust in retail consists of two distinct forms: cognitive trust and affective trust Cognitive trust is based on consumers' confidence in retailers being honest, accurate, and reliable, formed through rational expectations In contrast, affective trust is rooted in the emotional connection consumers develop with retailers during their shopping experiences Together, these components create a dual construct of trust that is essential for fostering strong consumer relationships.
In the realm of online shopping, consumers encounter various risks stemming from unpredictable e-tailer behaviors and environmental factors, which can adversely affect their purchase intentions Key risks include concerns related to payment, product quality, information accuracy, time delays, and psychological factors However, establishing trust is essential, as it not only mitigates perceived risks but also enhances online consumers' purchase intentions, satisfaction, and loyalty Trust embodies both cognitive and affective dimensions; cognitive trust arises from rational evaluations of e-tailers, such as their reputation, while affective trust is rooted in the emotional perceptions that foster a sense of trustworthiness This study emphasizes that cognitive and affective trust are distinct yet interconnected components that influence online consumers' reliance on e-tailers.
Personality traits significantly influence an individual's cognitive, affective, and behavioral styles, with extraversion being a key factor in social interactions Extraverted individuals are typically sociable, talkative, active, and enthusiastic, which impacts their online shopping behaviors and attitudes Research indicates that extraversion plays a crucial role in shaping consumers' shopping values, particularly in seeking hedonic experiences that enhance their positive perceptions of online shopping Additionally, extraversion has been found to strongly affect consumer engagement within online brand communities, ultimately leading to increased online purchase intentions Therefore, the expected shopping values and attitudes of online consumers can vary based on their level of extraversion.
Consequently, extraversion is potentially a significant factor moderating the cognitive and affective associations between shopping values and trust in the online shopping context.
Model Development and Research Hypotheses
This study examines the dual associations between shopping values and trust in the online shopping context, highlighting that utilitarian value primarily predicts cognitive trust in online retailers, while hedonic value mainly influences affective trust Both cognitive and affective trust components are expected to enhance online shopping well-being Additionally, extraversion is suggested as a moderator in the relationship between shopping values and trust The relationships are visually represented in the conceptual model illustrated in Figure 3.1.
Figure 3.1: Research model of study 1 3.3.2 Research hypotheses
The VAB framework (Homer & Kahle, 1988) highlights the strong connections between individual values and attitudes, suggesting that the values consumers prioritize influence their perceptions and behaviors in online shopping In this context, both utilitarian and hedonic aspects of e-commerce websites can enhance consumers' trust in e-tailers (Bilgihan, 2016) A recent meta-analysis (Kim & Peterson, 2017) further supports this by demonstrating that various values, such as perceived quality and usefulness, significantly impact online consumers' trust Thus, it can be proposed that utilitarian values boost cognitive trust, while hedonic values foster affective trust among online shoppers.
The cognitive and affective components of a construct, while highly correlated, differ in their predictive abilities and influences on behavior (Crites, Fabrigar, & Petty, 1994) Cognitive linkages are grounded in cognition, whereas affective associations stem from emotions Researchers are encouraged to examine these components separately, even when both are included in a research model (Herbst, Gaertner, & Insko, 2003) This study posits that the cross-over effects of shopping values on online consumer trust—specifically, utilitarian value affecting affective trust and hedonic value influencing cognitive trust—are likely non-significant Thus, the associations between shopping values and trust in online shopping are hypothesized based on a duality approach.
H1 Utilitarian value positively affects cognitive trust
H2 Hedonic value positively affects affective trust
H3 The impact of utilitarian value on affective trust is non-significant
H4 The impact of hedonic value on cognitive trust is non-significant
Trust plays a vital role in online shopping, significantly enhancing consumers' evaluations of their purchases (Kim & Peterson, 2017) Shoppers who possess a higher level of trust view online shopping as more beneficial (Kim, Xu, & Gupta, 2012) Additionally, trust positively influences both cognitive and emotional aspects of the shopping experience (Ha et al., 2010), leading to reduced perceived risks and increased intention to transact (Kim & Koo, 2016) Ultimately, the establishment of trust fosters greater satisfaction and loyalty among online consumers, making their shopping experiences more rewarding (Kim & Peterson, 2017).
Trust plays a crucial role in enhancing consumers' quality of life in online shopping This study adopts a duality approach, suggesting that both cognitive and affective trust significantly influence online shopping well-being.
H5 Cognitive trust positively affects online shopping well-being
H6 Affective trust positively affects online shopping well-being
Extraversion significantly influences an individual's interest in social interactions and the pursuit of excitement (Choi et al., 2015; Costa & McCrae, 1992) While prior research has primarily focused on extraversion as a determinant (Ul Islam et al., 2017), its potential role in moderating the relationship between shopping values and trust in online shopping is noteworthy Extraverted consumers tend to be recreational shoppers, valuing hedonic aspects such as entertainment and enjoyment (Chen & Lee, 2008) Among the Big Five personality traits, extraversion stands out as the most impactful factor driving consumer engagement in online brand communities, which subsequently influences online purchase intentions (Ul Islam et al., 2017) Additionally, extraversion plays a crucial role in emotional responses (Watson & Clark).
Extraverted consumers, driven by emotions, actively seek hedonic value, which enhances their affective trust in e-tailers This personality trait allows them to embrace risks associated with online shopping, making them more willing to depend on e-tailers despite potential threats Consequently, extraversion significantly influences how both hedonic and utilitarian values shape cognitive and affective trust in online shopping contexts This study posits that the relationship between shopping values and trust is moderated by the level of extraversion in consumers.
H7 Extraversion positively moderates the impact of utilitarian value on cognitive trust
H8 Extraversion positively moderates the impact of hedonic value on affective trust.
Research methods
The Vietnamese e-commerce market has reached a high growth rate of over 25% in
2017 that is estimated to remain high in following years (Vietnam E-business Index, 2018)
In 2017, business-to-consumer (B2C) sales surged by an impressive 35%, solidifying online shopping as a favored channel among Vietnamese consumers According to the E-Business Index report, Ho Chi Minh City (HCMC) emerged as the top province in Vietnam for the B2C component index, highlighting the local consumers' strong familiarity with online purchasing.
A self-administered survey was conducted in Ho Chi Minh City, Vietnam, utilizing convenience sampling to gather data from online consumers who had made a purchase in the last three months A total of 950 questionnaires were distributed, yielding 872 responses and a high response rate of 91.80% After refining the data set by excluding 224 questionnaires with over 10% missing values, the final analysis was conducted on 648 completed questionnaires The sample comprised 65.70% females and 34.30% males, with the majority (51.10%) aged between 25 and 40 years The survey data were used for confirmatory factor analysis (CFA) and structural equation modeling (SEM) to validate measures and test the proposed model and hypotheses.
This study utilized validated unidimensional measures for key constructs, including utilitarian value, hedonic value, cognitive trust, affective trust, online shopping well-being, and extraversion To assess dual shopping values, scales from Voss et al (2003) were employed, featuring five items for utilitarian value and six items for hedonic value Additionally, cognitive and affective trust were evaluated using five-item scales for each construct.
Dabholkar et al (2009) assessed online shopping well-being using three items adapted from Ekici et al (2018), while extraversion was evaluated through eight items based on Benet-Martínez and John (1998) The measurement scales are detailed in Appendix 3D A 7-point Likert scale measured cognitive trust, affective trust, and online shopping well-being, with responses ranging from 1 (strongly disagree) to 7 (strongly agree) Additionally, a 7-point semantic differential scale was employed for assessing utilitarian shopping value, hedonic shopping value, and extraversion To minimize agreement bias, items were randomly placed in the questionnaire and different scaling methods were utilized.
Data Analysis and Results
Confirmatory Factor Analysis (CFA) was utilized to validate the measures, revealing that the saturated model provided an acceptable fit to the data, with χ2(df79) = 690.53, χ2/df = 1.82 (p < 001), GFI = 94, CFI = 98, TLI = 97, and RMSEA = 04 All items demonstrated high factor loadings (λ ≥ 59; p < 001), and the average variance extracted (AVE) for constructs was generally high (AVE ≥ 50), except for affective trust, which had an AVE of 49 An item assessing utilitarian value was removed due to low factor loadings (λ < 50) Consequently, the constructs exhibited unidimensionality and convergent validity Details of the construct discriminant validity test are presented in Table 3.2, showing that the AVE for each construct in any pair was greater than the corresponding correlation (Fornell & Larcker).
Table 3.1 Standardized CFA loadings (λ) of items
In my opinion, X is an online retailer that…
Provides consistent services and quality 81
In all circumstances, X is ready to offer me assistance and support 63
When providing products and services, X is concerned about my welfare 78
I trust X because it seems to care about me 79
I can depend on X to buy important things 69
In general, X is willing to serve its customers 59
Shopping well-being: CR = 80; AVE = 57
I feel that online shopping contributes significantly to my own personal well-being 75
I feel that online shopping makes me happy 79
I feel that online shopping contributes significantly to my quality of life overall 73
I see myself as someone who…
Table 3.2 Correlations (r) between constructs and their Average variance extracted (AVE)
Participants answered all questions simultaneously using a self-report method, which may introduce common method bias (Podsakoff et al., 2003) To reduce this bias, the study's design included measuring constructs with either a Likert-type scale or a semantic differential scale, which were randomly positioned throughout the questionnaire.
“novelty seeking” was also included in the questionnaire as a marker variable
Three tests were conducted to assess the impact of common method bias on the research findings: the CFA Harman’s single-factor test, marker variable analysis, and a t-test for mean differences The results of the CFA single-factor model indicated a poor fit to the data, with a chi-square value of 4001.22 (df = 93) and a chi-square per degree of freedom of 10.18, alongside low fit indices (GFI = 68, CFI = 71, TLI = 66, RMSEA = 12), in contrast to the trait factor model, which demonstrated a significantly better fit (χ2 = 690.53, df = 79, χ2/df = 1.82, GFI = 94, CFI = 92).
The study yielded fit indices of CFI = 98, TLI = 97, and RMSEA = 04, indicating a strong model fit Additionally, the correlation estimates between constructs showed a minimal difference of 002 before and after the inclusion of the marker, suggesting that the marker did not significantly influence the relationships between the constructs (Lindell & Whitney).
A t-test analysis comparing the correlations of two models—one with the marker and one without—showed no significant difference (p > 97), suggesting that any potential common method bias did not significantly impact the findings of this study.
This study examines extraversion as a moderator influencing the cognitive and affective connections between shopping values and trust Utilizing a single-step estimation method, the research aims for a more straightforward conceptual and operational framework.
In 2001, a methodology was adopted that involved calculating two interaction terms by multiplying mean-deviated values of utilitarian value and hedonic value with extraversion to prevent multicollinearity These interaction terms were incorporated into the Structural Equation Modeling (SEM) framework, allowing for simultaneous analysis of all variables The maximum likelihood estimates for the structural paths are presented in Table 3.3.
H5 Cognitive trust Shopping well-being 01 83
H6 Affective trust Shopping well-being 39 00
H7 Utilitarian value x Extraversion Cognitive trust 16 00
H8 Hedonic value x Extraversion Affective trust 21 00
The SEM results demonstrate that the proposed model fits the data well, with χ2(242) = 703.21 (p = 000), GFI = 92, CFI = 95, TLI = 94, and RMSEA = 05 All hypotheses were statistically significant except for H5 Specifically, H1 confirmed a positive relationship between utilitarian value and cognitive trust (p < 001), while H2 supported the significant impact of hedonic value on affective trust (p < 001) H3 and H4 showed no significant associations between utilitarian value and affective trust or hedonic value and cognitive trust (p > 26 and p > 20) Additionally, H6 found a positive influence of affective trust on online shopping well-being (p < 001) The interaction between utilitarian value and extraversion significantly affected cognitive trust, supporting H7 (p < 001), and H8 validated the moderating effect of extraversion on the relationship between hedonic value and affective trust (p < 001) However, H5, proposing the influence of cognitive trust on online shopping well-being, was rejected.
This study utilized a duality approach to explore how shopping values impact trust in the online shopping environment, ultimately affecting consumers' online shopping well-being The findings indicate that utilitarian shopping values positively influence cognitive trust, while hedonic shopping values enhance affective trust Overall, consumers' favorable evaluations of online shopping are closely tied to the benefits they receive from e-tailers, aligning with previous research in the field Additionally, the study examined the moderating role of extraversion on the relationship between shopping values and trust.
This study enhances the understanding of shopping values and trust relationships, revealing that affective trust significantly influences online shopping well-being, while cognitive trust does not It highlights that online shopping well-being is primarily driven by emotional factors, a topic that has been underexplored in existing literature Additionally, the research finds that extraversion positively moderates the relationship between shopping values and trust, aligning with previous findings by Chen and Lee (2008) Overall, this study offers valuable contributions to both theory and practice in the realm of online shopping.
This research advances the consumer value-attitude literature by exploring the relationship between shopping values and online consumer trust It reveals that utilitarian value enhances cognitive trust, while hedonic value positively influences affective trust, emphasizing the distinct cognitive and affective impacts of shopping values on trust Although the value-attitude connection is well-established, the duality approach has been underutilized in this context The findings provide initial support for the dual associations, showing that utilitarian value predicts cognitive trust without affecting affective trust, and hedonic value increases affective trust without impacting cognitive trust This indicates that shopping values influence trust through separate cognitive and affective pathways Furthermore, prior studies have not adequately addressed these cognitive and affective relationships or the direct links between utilitarian and hedonic values and trust, making this study a significant contribution to the theoretical and empirical understanding of these associations.
In the realm of online shopping, while consumer trust has been linked to various positive outcomes, its impact on online shopping well-being remains ambiguous This study addresses that gap, revealing a strong positive correlation between affective trust and online shopping well-being It emphasizes the importance of the hedonic aspect of shopping, suggesting that the enjoyment derived from shopping enhances its positive effects on consumers' quality of life Consequently, this research provides valuable insights and makes a significant contribution to the existing literature on online shopping well-being.
Extraversion significantly moderates the relationship between shopping values and trust in online consumers For individuals with higher levels of extraversion, the influence of utilitarian shopping value on cognitive trust and hedonic shopping value on affective trust is enhanced This finding underscores the importance of the extraversion trait, which has been underexplored in previous research, in shaping online shopping experiences.
This study offers crucial insights for e-commerce policymakers and practitioners, emphasizing the importance of affective trust in enhancing online consumers' shopping well-being E-retailers should focus on building this trust by demonstrating care and timely support for their customers, which reflects a genuine concern for consumer welfare Additionally, the research highlights that hedonic shopping value significantly boosts affective trust; therefore, e-tailers should enhance hedonic benefits by creating immersive and memorable shopping experiences on their websites This approach encourages consumers to engage in enjoyable shopping activities that fulfill their meaningful goals, ultimately fostering a better shopping-life balance and improving overall quality of life Furthermore, ensuring utilitarian values, such as product quality and competitive pricing, is essential for increasing consumer trust in online shopping.
E-tailers might also be encouraged to make use of online consumers’ extraversion because it can leverage the dual impacts of shopping values on trust While shopping values are less effective in increasing the trust attitudes of more introverted consumers, e-tailers need supplementary actions to increase these consumers’ level of trust Using social networks, for example, to spread positive information may be an effective solution (e.g Ha et al., 2016)
Limitations and Future directions
This study's limitation lies in its focus on online shopping well-being solely through the lens of cognitive and affective trust To gain a deeper understanding of the factors that enhance shopping well-being, it is essential to explore additional predictors, such as website attributes, which have been shown to influence satisfaction and purchase intention (Hsu et al., 2012) Future research should also revisit the relationship between cognitive trust and online shopping well-being to either confirm or challenge its impact in the online shopping context.