The Effects of Positive and Negative Emotions During Online Shopping Episodes on Consumer Satisfaction, Repurchase Intention, and Recommendation Intention

The aim of this study is to examine the emotions that consumers experience during their online shopping episodes as well as their effects on consumer satisfaction and two types of post-purchase behavioural intentions: repurchase and recommendation intentions. By hypothesising a research model and testing it with the data from 1,786 Finnish online shoppers, which was collected in co-operation with 18 Finnish online stores between September 2018 and December 2018 and is analysed by using structural equation modelling (SEM), the study makes several interesting findings. First, we find positive emotions to have stronger effects in comparison to negative emotions. Second, we also find that whereas the effects of negative emotions on repurchase and recommendation intentions are completely mediated by satisfaction, positive emotions affect them not only indirectly via satisfaction but also directly. Finally, we discuss the implications of these findings for the Turku managers of online stores.