Modeling Emotive and Cognitive Origins of Consumer's Purchase Choices and Patronage Decisions

Despite the considerable role of consumers' emotive and cognitive origins in performing e-commerce transactions, a few empirical investigations systemically integrate the utilitarian and hedonic factors into the online retailing environment to uncover consumers' purchase choices and repatronage decisions. Built upon the dual-process framework and cognitive model (COG) of satisfaction decisions, this article proposes that anticipated elation (emotive factor) and trust propensity (cognitive factor) are the determinants of immersive satisfaction (emotive factors/outcome) and repatronage intention (cognitive outcome). The study further argues that the utilitarian and hedonic factors moderates the proposed relationships. A sample of 424 valid questionnaires was collected from experienced online consumers in Malaysia. Statistical analysis of the study was conducted using partial least square (PLS), which is a variance-based structural equation modeling (VB-SEM) technique, for both measurement and structural assessments. The empirical evaluation supports the structural relationships between exogenous and endogenous constructs in the online retailing environment. Additionally, utilitarian and hedonic product type moderates the proposed structural relationships, except for the relationship between anticipated elation and immersive satisfaction. The research's practical and theoretical implications are discussed.