The Effects of Dimensions of Shopping-Life Balance on the Digital Consumer Happiness in Malaysia Through the Mediation of Shopping Satisfaction

This research aims to examine the effect of the shopping-life balance dimensions (shopping engagement and role conflict) on shopping satisfaction, the effect of shopping-life balance dimensions and shopping satisfaction on consumer happiness, and the mediating effect of shopping satisfaction in the relationship between shopping-life balance and consumer happiness. Bottom-up spillover theory of life satisfaction was applied to test the proposed research framework. Using the survey method, responses of 384 respondents of digital shoppers from various digital platform were choosing through the quota sampling. The data were collected through online questionnaire of consumers shopping on various digital trading platforms using Google Form. Descriptive analysis through Statistical Packages for The Social Science (SPSS) was used to summarize respondent data, while Structural Equation Modelling (SEM) through Analysis of Moment Structures (AMOS) was used to test the research hypotheses. The findings revealed that shopping engagement positively affects shopping satisfaction (b=0.767, p<0.001), while role conflict (b=0.057, p<0.001), were not significant affects shopping satisfaction. Additionally, shopping engagement (b=0.371, p<0.001)), role conflict and shopping satisfaction positively affect consumer happiness. Furthermore, shopping satisfaction acts as a partial mediator in the relationship between shopping engagement and consumer happiness (b=0.628, p<0.001), while shopping satisfaction does not mediate the effect of role conflict on consumer happiness. In conclusion, shopping-life balance is important in ensuring shopping satisfaction and consumer happiness. The implication shown, in order to achieve consumer happiness, shopping engagement must be at an optimum level by minimizing role conflict, which in turn affects the level of shopping satisfaction.