Abstract

This research aims to determine which dimensions of online convenience influence generation z consumers’ cognitive and affective attitudes and online impulsive buying behavior. The moderating effect of social media celebrity is also investigated to examine the attitude-behavior gap. A total of 348 responses from Chinese users who followed digital celebrities were received using purposive sampling. Data analysis and hypothesis testing were carried out using SmartPLS, version 3. The results indicated that relationship convenience, possession convenience, post possession conveniences, transaction convenience, and evaluation convenience have a crucial impact on cognitive and affective attitudes. Similarly, cognitive and affective attitudes are significant and positive predictors of generation z consumers’ online impulsive buying behavior. Moreover, empirical results supported the moderating role of social media celebrities that aid marketers in selecting a product endorser. The implications for marketers and policymakers are discussed based on the above research findings. Moreover, future research directions are suggested.