Do Emotions Influence Buying Frequency and Word‐of‐Mouth in Online Shopping? The Role of Shopping Well‐Being and a Loyal Decision‐Making Style

ABSTRACT This study explores how positive and negative emotions influence online shopping‐related well‐being, purchase frequency, and word‐of‐mouth (WOM) behavior. Semi‐structured interviews and a consumer survey were used to identify emotions from online shopping experiences. The results show that positive emotions such as enthusiasm, interest, and pleasure enhance shopping well‐being, while negative emotions such as insecurity and confusion diminish it. Shopping well‐being significantly affects purchase frequency and the likelihood of positive WOM. According to structural equation modeling and fuzzy‐set qualitative comparative analysis (fsQCA), shopping well‐being mediates the relationship between emotions and consumer behavior, especially among consumers with low brand loyalty. Purchase frequency is a behavioral trigger for emotional expression and is essential for positive WOM. The absence of positive emotions or the presence of negative ones is linked to consumer silence, suggesting emotional disengagement or dissatisfaction. This study contributes to the literature by integrating positive and negative emotions into a unified model, introducing shopping‐related well‐being as a key psychological mechanism, and highlighting the moderating role of brand‐loyal decision‐making styles. The findings offer insights for enhancing digital shopping experiences and emphasize the importance of promoting positive emotions while minimizing negative ones to encourage engagement, loyalty, and spontaneous consumer advocacy.