Impact of customer’s emotions on online purchase intention and impulsive buying of luxury cosmetic products mediated by perceived service quality

This study has provided an in-depth analysis of the impact of Iranian customers’ emotions on their online purchase intention and impulsive buying behavior when buying luxury cosmetics, emphasizing the role of the perceived quality of online services. The goal is to investigate emotions’ direct and indirect relationships with purchase behavior. A mixed-method approach was conducted, combining interviews with 23 expert active customers and a customer-based survey with a sample of 385 online customers of several Telegram groups on luxury cosmetic products. The qualitative analysis identified positive and negative dimensions for customers’ emotions and three dimensions for perceived online service quality: group quality, transaction-related service, and interaction quality. The results indicated that customers’ emotions affect perceived online service quality dimensions. The findings also confirmed the impact of perceived online service quality dimensions on customers’ online purchase intention and impulsive buying behavior. Finally, the results confirmed the effect of customers’ emotional dimensions on their online purchase intention and impulsive buying behavior mediated by perceived online service quality. Regarding luxury brands, especially cosmetics brands, considering the specific situation of Iran, according to the research findings, positive emotions versus negative emotions have a greater impact on all dimensions of perceived online service quality.