Atmospheric Cues Roles: Customer’s Online Trust, Perceived Enjoyment, and Impulse Buying Behavior

In an attempt to gain new insights about impulse-buying behavior and its vital role in electronic shopping, this study used the stimulus-organism-response (SOR) model. This study will first explore how virtual atmospheric cues impact online trust, and then investigate the relationship between online trust and impulse-buying behavior, as mediated by perceived enjoyment. The study employed a quantitative design using a causal research approach through partial least squares-structural equation modeling (PLS-SEM) to assess links between variables. Sampling was chosen using a purposive technique with 363 respondents comprised of the millennial generation who have experienced buying in an online store in the Philippines. The result suggests that customers who perceived online content, design, reviews, and promotions of an e-store are more likely to trust the site. In addition, the positive relationship between online trust and impulse buying behavior is partially mediated by perceived enjoyment. Managerial implications for strengthening marketing methods to build customer trust in online commerce are highlighted.