THE MEDIATING EFFECT OF COGNITIVE ATTITUDE TOWARDS THE IMPACT OF HEDONIC ATTRIBUTES ON PURCHASE INTENTION: THE STIMULUS-ORGANISM-RESPONSE APPROACH

Abstract

This paper seeks to understand the triggers that influence the adoption of online grocery shopping. The study follows the Stimulus-Organism-Response (S-O-R) theoretical approach to investigated the mediating effect of Cognitive Attitude towards the impact of Hedonic Attributes on Purchase Intention. We conducted an online Survey and Applied Structural Equation Modelling using Python for Data Analysis and found that there exists a significant association between Purchase Intention and Cognitive Attitude and a significant association between Cognitive Attitude and Hedonic could also be seen in the presence of all the latent constructs of Hedonic.