Designing a Model for Customer’s Emotions Impact on Online Purchase Intention and impulsive buying of Luxury Cosmetic Products with Emphasis on the Role of Perceived Service Quality

ObjectiveThe tendency to use luxury cosmetic products is increasing in Iran, and Telegram has become a channel for offering and selling such products. Considering that the quality of online services is essential for the success of online businesses, this study sought to design a model of customer emotions' impact on their online purchase intention and impulsive buying behavior in terms of luxury cosmetic products. The model was intended to emphasize the role of customer-perceived online service quality. MethodologyIn this study, a mixed research method with qualitative and quantitative approaches was used. In the first phase, a qualitative study was conducted to identify customer emotions and perceived online service quality dimensions in Telegram groups made for selling luxury cosmetic products. The statistic population consisted of active customers with high experience in buying luxury cosmetic products from Telegram groups. A purposive non-probability sampling method was applied to select 23 interviewees, and semi-structured interviews were conducted to collect data. Thematic analysis was then used to analyze the gathered data. The statistical population in the quantitative phase consisted of the customers of Telegram groups selling luxury cosmetics. The sample size was estimated to be 385, which was provided based on available nonrandom sampling. A structural equation model under the PLS software was also used to analyze the collected data.  FindingsThe data obtained from the qualitative method were coded and classified as “group quality”, “transaction-related service quality”, and “interaction quality”. Also, the test of hypotheses in the quantitative phase of the research confirmed the validity of the proposed model. ConclusionThe findings also confirmed the effect of customers’ emotional dimensions on perceived online service quality dimensions. It was also found that the dimensions of perceived online service quality have a significant effect on online purchase intentions and impulsive buying behaviors of the customers. Finally, the effect of perceived online service quality dimensions on customers’ online purchase intentions and impulsive buying behaviors was confirmed by the mediating variable of perceived online service quality. Based on the findings of the current research on luxury cosmetic brands, in Iran, the positive dimensions of customer emotions have a greater impact on all three dimensions of perceived online service quality (i.e., group quality, transaction-related services, and interaction quality), compared to than the negative dimensions. Also, among the dimensions of perceived online service quality, transaction-related services have the greatest impact on customer purchase intention and impulsive buying behavior. To improve customer purchase intention and impulsive buying behavior and to increase business profit in consequence, online sales managers and the Telegram groups are advised to ensure customer satisfaction and positive emotions through their proper performance during transactions.