Emotional Cartwheels: Exploring the Online Shopping Psyche of Sri Lankan Consumers

Abstract

This study investigates the emotional influences on online shopping behavior among Sri Lankan consumers, focusing on the roles of excitement and anxiety. Through a qualitative research approach, we explore how these emotions impact consumer decisions and overall satisfaction at different stages of the online shopping journey. The study sample comprised 30 participants, including both males and females, aged between 18 and 60 years, residing in various urban and suburban areas of Sri Lanka. The findings reveal that excitement, particularly during the browsing stage, often leads to impulsive purchasing behaviors, while anxiety, especially during the decisionmaking and purchase stages, acts as a significant barrier to completing transactions. Additionally, cultural influences, such as collectivist values and social harmony, play critical roles in shaping these emotional responses and shopping behaviors. This study provides practical insights for online retailers to enhance the shopping experience by addressing these emotional triggers and building stronger relationships with Sri Lankan consumers. By addressing the limitations and suggesting directions for future research, this paper contributes to the limited literature on online shopping emotions in the Sri Lankan context.