• Zaheer Akmal Neelgar
• Dr. Mohd Nasir

Digital shopping has become an increasingly popular way for consumers to purchase goods and services. While there are many benefits to digital shopping, such as convenience and selection, there are also potential negative impacts on customer well-being. This research paper examines the impact of digital shopping on customer well-being from two perspectives: the impact of shopping values on cognitive trust and online shopping well-being, and the role of motivational factors in consumers' participation in online shopping carnivals (OSCs) and their subsequent shopping well-being. The first study found that hedonic shopping value has a positive effect on affective trust, which in turn leads to higher well-being. The study also found that extraversion moderates the cognitive and affective associations between shopping values and trust. These findings suggest that digital shopping can have a positive impact on customer well-being, but that this impact is influenced by individual factors such as shopping values and personality. The second study found that hedonic shopping values, driven by entertainment factors, play a more significant role in consumers' participation in OSCs than utilitarian values. The study also found that intention to participate has a stronger impact on well-being than actual purchases. These findings suggest that the social and entertainment aspects of digital shopping may be more important for customer well being than the economic benefits. Overall, this research paper provides valuable insight into the impact of digital shopping on customer well-being. The findings suggest that digital shopping can have positive and negative impacts on well being and that these impacts are influenced by individual factors and the context in which digital shopping occurs. Future research directions This research paper has identified several areas for future research. First, it would be beneficial to explore the long-term impact of digital shopping on customer well-being. Second, it would be important to investigate the impact of digital shopping on different customer segments, such as children, older adults, and low-income consumers. Finally, it would be helpful to develop interventions to mitigate the negative impacts of digital shopping and promote its positive impacts.

Customer well-being, Shopping carnivals, Extraversion, Personality, Entertainment value, Affective trust, Shopping values.

"Impact of Digital Shopping on Customer Wellbeing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.l26-l53, April-2024, Available :http://www.jetir.org/papers/JETIR2404B05.pdf

"Impact of Digital Shopping on Customer Wellbeing", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppl26-l53, April-2024, Available at : http://www.jetir.org/papers/JETIR2404B05.pdf