The impact of consumer emotions and trust on online purchasing behaviour among Amazon subscribers in Lagos, Nigeria, was investigated in this seminar paper. Motivated by the increasing need to comprehend emotional drivers in e-commerce, especially in emerging nations, the study concentrated on three fundamental constructs: trust, good emotions, and negative emotions. The Theory of Planned Behaviour, Cognitive Appraisal Theory, and the Stimulus-Organism-Response (S-O-R) framework served as the foundation for the study. Targeting 461 Amazon subscribers, a descriptive survey design was used, and SPSS version 26 was used to analyse the 405 valid replies (87.9% effective response rate). The suggested theories were tested using multiple regression analysis, correlation, and descriptive statistics. The results showed that while negative emotions (β = -0.218, p < 0.001) had a substantial detrimental impact, good emotions (β = 0.296, p < 0.001) and trust (β = 0.383, p < 0.001) considerably and positively influenced online buying behaviour. When taken as a whole, these variables accounted for 54.9% of the variation in purchasing behaviour (R2 = 0.549), with trust being the most powerful predictor. In order to maximise conversion rates, e-commerce platforms should implement integrated methods that improve positive experiences, lower customer fear, and bolster trust, according to the study's conclusion that emotional involvement and trust are crucial to online purchasing decisions.
Keywords: Amazon, Consumer emotions, E-Commerce, Trust, digital consumer psychology, negative emotions, online purchase behaviour, positive emotions
