Fitting and Validating the Emotional Online Shopping Model with a Neuromarketing Approach

This study aims to measure and validate the emotional online shopping decision model using a neuromarketing approach. A survey-based method was employed, using a researcher-developed questionnaire administered to a sample of 384 marketing management students. Structural equation modeling (PLS-SEM) using SmartPLS software was used to analyze the data. All factor loadings exceeded 0.4 and all outer loadings surpassed 0.7, confirming convergent validity and excellent model fit. The AVE values were above 0.5 for all constructs, supporting the measurement model’s validity. Z-values for all paths were above 1.96, and all five main hypotheses were confirmed at the 95% confidence level. Model fit indices showed strong validity with SRMR = 0.032 and NFI = 0.924. The confirmed paths include causal conditions to core category (β=0.565, t=13.97), core category to strategies (β=0.112, t=3.078), strategies to consequences (β=0.384, t=7.159), contextual conditions to strategies (β=0.525, t=11.596), and intervening conditions to strategies (β=0.402, t=8.729). The emotional online shopping decision model based on neuromarketing demonstrates acceptable reliability, convergent and discriminant validity, and excellent overall model fit. The results highlight the crucial role of neurological and cognitive factors in emotional online purchasing decisions.