Analysis Of Moderating Role Of E-WOM On Impulse Purchase Intentions For Street Food Using SEM Approach

Abstract

Social media is crucial and effective tool in disseminating information about the low-end products. However, there is research gap regarding the connection between social media and hedonic value and how it influences impulse purchase intentions for local food vendors (street food) and moderating role of e-WOM. Present study, investigated how online advertising and hedonic value leads to impulsive purchase intentions, primarily focused on Indian street cuisine and moderating role of e-WOM, of 367 responses from Delhi-NCR (India), using PLS-SEM for data analysis. The empirical outcomes provide significant association between online advertising and impulsive buying tendencies specifically in the context of street food. Hedonic values strategically focusing on strong sense of enjoyment, motivation, pleasure, excitement among food fans, influences their impulse purchasing decisions. Secondly, e-WOM significantly moderates the impulse purchase decisions. The findings of present study prospects for implementing marketing strategies that can efficiently target and captivate fresh consumer.