Effect of mindfulness on online impulse buying: Moderated mediation model of problematic internet use and emotional intelligence

Nitin Simha Vihari; Nishit Kumar Sinha; Akansha Tyagi; Saurabh Mittal

doi:10.3389/fpsyg.2022.1012331

Effect of mindfulness on online impulse buying: Moderated mediation model of problematic internet use and emotional intelligence

Front Psychol. 2022 Dec 6:13:1012331. doi: 10.3389/fpsyg.2022.1012331. eCollection 2022.

Authors

Nitin Simha Vihari¹, Nishit Kumar Sinha², Akansha Tyagi³, Saurabh Mittal⁴

Affiliations

¹ Middlesex University Dubai, Dubai, United Arab Emirates.
² Indian Institute of Management Indore, Indore, Madhya Pradesh, India.
³ Chitkara Business School, Chitkara University, Punjab, India.
⁴ Indian Institute of Management Lucknow, Lucknow, Uttar Pradesh, India.

Abstract

Introduction: Online impulse buying behavior is an unplanned urge to buy a product or service in an online setting and it has several negative consequences for customers, such as guilt and financial distress, and e-commerce firms, such as higher returns and customer complaints. Evidently, it is important to examine the various psychological processes which may assist in a better understanding, therefore addressing the high prevalence of online impulse buying. This study builds upon self-regulation theory to explore how mindfulness influences online impulse buying, and examines problematic internet use as a mediator in the relationship between mindfulness and online impulse buying. Further, this study investigates how emotional intelligence as a moderator plays the role of a suppressant on the adverse impact of problematic Internet use which fuels online impulse buying.

Method: A total of 598 individuals working with various servicebased industries responded to the questionnaire. Multiple regression and moderated mediation analysis was used using SPSS and AMOS for analyzing the data.

Result: Problematic internet use mediates the relationship between mindfulness and online impulse buying behavior. Emotional intelligence negatively moderates the relationship between problematic internet use and online impulse buying behavior.

Discussion: This study findings outlined the inverse relationship of mindfulness & online impulse buying, along with the mediating effect of problematic internet use between mindfulness and online impulse buying. Further, this study showed how emotional intelligence played an important role as a moderator by suppressing the adverse impact of problematic Internet use and preventing online impulse buying. The study offers implications to online marketers in regulating the unplanned purchase process-while minimizing uninhibited buying behavior that leads to regret, and the subsequent intention to return products. Further, social and theoretical implications are discussed.

Keywords: access to the internet; business; developing country; emotional intelligence; mental health; mindfulness; online impulsive buying behavior; problematic internet use.