The impact of Website Quality on Online Compulsive Buying

behavior: Evidence from online shopping organizations

Website quality, according to Jeong et al. (2003), is defined as a website’s overall

efficacy or excellence in transmitting intended messages to target users and consumers
(Ongsakul et al., 2020)
Website Quality is defined as a website’s overall excellence or usefulness in delivering
planned messages to consumers and visitors (Li et al., 2017).

Loiacono et al. (2002) established the WebQualTM model, which categorizes website
quality into four aspects: usability, ease of use, entertainment and complimentary
connection.
In the e-commerce industry, website quality is critical since users’ views of website
quality
directly influence their purchasing decisions. Because of its critical role in enhancing
consumers’ purchase intentions (Ongsakul et al., 2020).

According to Maraz et al. (2016), compulsive purchase habits affect one in every 20
people at some point in their lives. Compulsive purchasers are exposed to and
overwhelmed by online and easy-buying activities, which are accompanied by a variety
of marketing signals.

Impulse buying is an evolving and intrusive phenomenon that can be influenced by a

customer's transient psychological condition or situational characteristics.
Online compulsive shopping appears to be a distinct behavioral problem characterized by
specific features of motivation, lack of control, financial effect and overall time
commitment (Hossain and Rahman, 2021)

Theory:
1.WebQualTM model and online shopping
WebQualTM model, which categorizes website quality into four aspects: usability, ease
of use, entertainment and complimentary connection, based on interviews with online
users and designers and earlier research. The usability of a website determines if it can
deliver adequate information to clients about products and services. The website’s ease of
use and entertainment dimensions indicate that it is simple to navigate and pleasant for
visitors.
The complementarity dimension represents the relationship between the website and
other selling channels (Loiacono et al., 2002).
According to (Faridzie, 2021), The quality of a website is a key aspect in online sales and
has its own worth for customers. In the context of online shopping, an aspect of website
Functionality may be studied by looking at a web site’s browsing, ordering, and
information seeking capabilities, as well as the speed with which such activities and
procedures may be done (Al-Debei et al., 2015).

According to (Akram et al., 2018), Web Quality has four characteristics it’s called
usefulness, ease of use, entertainment, and complementary relationship.
Customers’ online behavior was studied by Hossain and Rahman (2021), Who discovered
that well-designed website elements had a significant impact on online shopping uptake.
2. Online impulsive buying behavior
According to (Nurcaya and Rastini, 2018), Impulse Buying Behavior define as
phenomena and a developing trend of purchasing behavior that occurs in the market and
happens to be a key point that underpins marketing activity.

Customer’ impulse purchase behavior has received a lot of attention in consumer research
(Iyer et al., 2020). OIBB is associated with quicker decision-making and rapid ownership
of goods and services (Dey and Srivastava, 2017).

Stern (1962) divided impulse buying into four categories: pure impulse buying,
suggestion impulsive buying, reminder impulse buying and “planned” impulse buying.
Pure impulse shopping refers to when customers violate their typical purchasing patterns
to make a new purchase on the spur of the moment.

It’s also type of purchase that was not previously planned by the customer, where this
circumstance is purposefully produced by the retail entrepreneur to survive in the
business (Nurcaya and Rastini, 2018).
3. Online compulsive buying behavior
O’Guinn and Faber (1989) defined OCBB as “a unique kind of activity characterized by
constant purchase habits and an inability to limit additional purchases”. Compulsive
purchasing behavior as a type of consumer conduct that is incorrect, generally excessive
and chaotic in the lives of individuals who are impulsively drawn to buy.

In the early twentieth century, Emil Kraepelin, a German psychiatrist, used the term
“oniomania” to describe the uncontrollable need to buy things (Bighiu et al., 2015).
In compulsive shopping, the need to buy stems from within, possibly from an anxiety
sensitivity that the person wants to alleviate, or perhaps from a desire to feel better or
happier (Bighiu et al., 2015).

Usability (Li et al. (2017))

 1. The website effectively provides my information desires
2. The information provided on the e-commerce website is very useful
3. I can interrelate with the e-commerce website to acquire information customized
to my wishes
4. I feel secure in my dealings on the e-commerce website
5. I believe the information provided on the e-commerce website
6. The e-commerce website loads speedily
Ease of use (Li et al. (2017))
1. Pages of the e-commerce website are very easy to understand
2. The website text is simple to read
3. The site is effortless to operate
4. I can effortlessly become experienced in using the e-commerce website
Entertainment (Li et al. (2017))
1. The e-commerce website is enjoyable visually
2. The e-commerce website is pleasing visually
3. The website design is fashionable
4. The design of the e-commerce website is innovative
5. I feel happy when I visit the e-commerce website
Complementary functions (Li et al. (2017))
1. It allows online transactions
2. The shopping process is easier through the website than email, fax or phone
3. Calling through the website is easy
Credit card use (Pradhan et al., (2018))
1. I am less anxious while shopping with credit cards
2. I am extra impulsive when I buy with credit cards
3. I have several credit cards
4. I worry about the debt of the credit card
5. I buy more with credit cards
6. I frequently pay the minimum amount on credit card bills
Sales promotions (Hawkins et al., (2016)
1. The e-commerce website gives free coupon or free delivery payment.
2. Coupon provides in the e-commerce website have caused me to buy product
I normally would not buy.
3. I redeem coupons I find in the e-commerce website while shopping online.
4. The e-commerce website has given attractive cashback.
5. Cashback program in the e-commerce website makes me buy more than I
have planned.
Impulsive buying behavior (Darrat et al. (2016))
1. “Instantly do it” depicts my buying process
 2. I frequently buy without thinking
3. “I see the product, I buy the product” describes me
Compulsive buying behavior (Pradhan et al., (2018) & Darrat et al. (2016))
1. I purchase a product that I cannot afford
2. I just want to buy a product and do not worry about what I purchase
3. I buy to refresh my mind
4. I feel nervous or anxious on days I do not buy
5. I buy and put away products without using them

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WebQualTM
Model
Usability

Use of credit
card

Ease of use

Online impulsive Online compulsive

buying behavior buying behavior

Entertainment

Sales promotions
Complementary
functions
ASA

Proposed theoretical framework