The mediation of cognitive attitude for online shopping

Abstract

Purpose – The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform. Design/methodology/approach – This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model. Findings – The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators betw...