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Top1. Introduction
In our proposed research paper, the concept of pathos (sad appeal to emotion) and logos (appeal to logic) are used in investigating online purchasing behaviour of goods by smartphone users. Emotions and logic play a vital role in any important decisions of both personal and professional life. That’s why we have focussed on two important critical issues of Pathos and Logos to understand whether these two terms have any influence on the online purchasing behaviour of goods. In this research, we have pre-decided the three factors as emotional characteristics of a consumer backed by distress, logic behind any kind of purchasing decision and the behavioural pattern of online purchasing goods. The conceptual framework model proposed for this research on goods purchasing behaviour covers all the relevant factors such as pathos, logos, and online purchasing goods (OPG). The ultimate significance of this research is to understand and find the relationship between factors such as pathos and logos with the online purchase of goods. The benefit of this research is for those companies who are engaged in the business of online trading of goods and E-Commerce business. Since the factors of rhetoric such as Pathos and Logos were never used in the consumer buying process, hence this special kind of research in the environment of online purchasing and in the field of E-Commerce is of pressing requirement. Pathos and Logos were widely used to influence the audience by the dynamic speakers in the persuasion process of any situation, but we have used the proposed model by combining three-terms that is pathos, logos, and online goods purchasing to understand the innermost thinking and attitude of the consumers towards the purchase of online products. To understand the consumer psychology is not an easy task, because the consumers respond differently in different situations. The male and female psychology also differs, because the males stick on the logical aspect whereas the females tend to think with emotions. These two main cognitive issues of human behavior are considered in this investigation. With the use of smartphones, it was now very easy to shop by using various E-commerce applications from Google Play stores. The easy, fast, and cheap internet cost also boost the shopping behavior amongst the users of smartphones. Earlier there was a high risk of fraud in online shopping, but E-commerce companies have created trust by introducing the return assurance of the goods bought online. If the customers are not satisfied with the qualities, then an easy return policy helps the customers to return and purchase more goods frequently. The scope of this research is limited to those respondents who have recently purchased online products by downloading the applications from Google play store in their smartphones. This research covered the goods available online on various E-Commerce sites like AMAZON, FLIPKART, SNAPDEAL, etc. The purpose of this study is to discuss the factors that affect online goods purchase, so the authors used Pathos (Emotional behaviour of a person), as a factor that affects OGP (Online Goods Purchasing) and logos as a mediator to see whether it mediates the relationship. We want to investigate whether logos mediate the relationship in online goods purchasing as we are measuring it as an online behaviour through E-Commerce applications. The main purpose of this study is to examine the effect of pathos on online goods purchasing with the mediating role of logos.
The specific objectives of this research are as follows: