Rational or Emotional? Unraveling the Motivations Behind Online Impulsive Buying
DOI:
https://doi.org/10.69693/jfb.v1i2.28Keywords:
Hedonic shopping motivations, online impulsive buying, time availabilityAbstract
The increasing prevalence of e-commerce and the emergence of live shopping have contributed to the growing consumerist and hedonistic lifestyle among Indonesians. Several factors, such as free shipping, vouchers, promotions, and cashback, drive unplanned purchases. This study aims to investigate how Indonesian consumers engage in impulsive buying from the perspective of hedonic shopping motivation. Additionally, it examines how situational characteristics and hedonic shopping motivations influence impulsive buying behavior. The research focuses on online purchases through e-marketplaces, as online shopping remains highly popular among younger consumers. Data was collected using an electronic questionnaire distributed via Google Forms, with a sample size of 110 respondents selected through purposive sampling. The study employed a quantitative research approach, and data analysis was performed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique with SmartPLS version 3 to assess the measurement model and the structural model. The findings reveal that hedonic shopping motivations comprising dimensions of value shopping, relaxation shopping, adventure shopping, and idea shopping have a positive and significant effect on online impulsive buying. However, time availability does not have a moderating effect on the relationship between hedonic shopping motivations and online impulsive buying.
Downloads
References
Akram, U., Hui, P., Khan, M. K., Yan, C., & Akram, Z. (2018). Factors affecting online impulse buying: Evidence from Chinese social commerce environment. Sustainability (Switzerland), 10(2). https://doi.org/10.3390/su10020352
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value. Journal of Consumer Research, 20(4), 644–657.
Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286–292. https://doi.org/10.1086/341578
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X
Beyza Gültekin, L. Ö. (2012). The Influence of Hedonic Motives and Browsing On Impulse Buying. Journal of Economics and Behavioral Studies, 4(3), 180–189. https://doi.org/10.22610/jebs.v4i3.315
Cinjarevic, M., Tatic, K., & Petric, S. (2011). See It, Like It, Buy It! Hedonic Shopping Motivations and Impulse Buying. Economic Review, 9(1), 3–15. http://onlinelibrary.wiley.com/doi/10.1002/cbdv.200490137/abstract%5Cnhttp://www.doaj.org/doaj?func=abstract&id=1174201
Dayan, J., Bernard, A., Olliac, B., Mailhes, A. S., & Kermarrec, S. (2010). Adolescent brain development, risk-taking and vulnerability to addiction. Journal of Physiology Paris, 104(5–6), 279–286. https://doi.org/10.1016/j.jphysparis.2010.08.007
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research, 9(4), 266–282. https://doi.org/10.1108/JIBR-02-2017-0018
Foroughi, A., Buang, N. A., & Sherilou, M. (2012). Exploring the Iinflunce of situational factors (money&time avialable) on impulse buying behaviour among different Etthics. 46, 8577–8580.
Hair;, Black;, Babin;, & Anderson. (2014). Multivariate Data Analysis (Seventh). Pearson Education Limited.
Herabadi, A. G., Verplanken, B., & Van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20–31. https://doi.org/10.1111/j.1467-839X.2008.01266.x
Huang, L.-Y., & Hsieh, Y.-J. (2011). What Drives Consumer Impulse Buying ? Evidence from a Retail Setting in Taiwan. Quallity, 6(1), 1–8.
Kim, S., & Eastin, M. S. (2011). Hedonic tendencies and the online consumer: An investigation of the online shopping process. Journal of Internet Commerce, 10(1), 68–90. https://doi.org/10.1080/15332861.2011.558458
Luo, Y., & Ye, Q. (2019). Understanding consumers’ loyalty to an online outshopping platform: The role of social capital and perceived value. Sustainability (Switzerland), 11(19), 1–18. https://doi.org/10.3390/su11195371
Mangleburg, T. F., Doney, P. M., & Bristol, T. (2004). Shopping with friends and teens’ susceptibility to peer influence. Journal of Retailing, 80(2), 101–116. https://doi.org/10.1016/j.jretai.2004.04.005
Maqhfiroh, L., & Prihandono, D. (2019). The Role of Time Availability in Moderating Hedonic Shopping Motivation toward Impulse Buying of Consumer Online at Harbolnas’s Event. Management Analysis Journal, 8(2), 135–145. https://journal.unnes.ac.id/sju/index.php/maj/article/view/26310
Neuman. (2014). Social Research Methods: Qualitative and Quantitative Approaches (Seventh Ed). Pearson Education Limited.
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: Being emotional or rational? Asia Pacific Journal of Marketing and Logistics, 26(1), 78–93. https://doi.org/10.1108/APJML-06-2013-0066
P. Chandon et al. (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. China Ocean Engineering, 64(4), 65–81.
Park, E. J., Kim, E. Y., & Forney, J. C. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management, 10(4), 433–446. https://doi.org/10.1108/13612020610701965
Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of Consumer Marketing, 23(2), 58–68. https://doi.org/10.1108/07363760610654998
Parsons, A. G. (2002). Non-functional motives for online shoppers: Why we click. Journal of Consumer Marketing, 19(5), 380–392. https://doi.org/10.1108/07363760210437614
Populix. (2023). Indonesian Shopper Behavior on Promotion Week in the Face of Economic Uncertainty 2023. Populix. https://info.populix.co/product/consumer-trend-report/download?report=2023-02-indonesian-shopper-behavior-on-promotion-week
PRAWIRA, N. A., & SIHOMBING, S. O. (2021). Antecedents of Online Impulse Buying Behavior: An Empirical Study in Indonesia. Journal of Asian Finance, Economics and Business, 8(2), 533–543. https://doi.org/10.13106/jafeb.2021.vol8.no2.0533
Riyanto, A. D. (2024). Hootsuite (We are Social): Data Digital Indonesia 2024. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consumption. Journal of Product and Brand Management, 21(3), 176–182. https://doi.org/10.1108/10610421211228793
Utami, W. (2017). Christina. Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia.
Verawati, L. (2023). Pengaruh Perceived Ease of Use, Electronic Word of Mouth Dan Perceived Security Terhadap Repurchase Intention Di Tiktok Shop. Jurnal Lentera Bisnis, 12(3), 792. https://doi.org/10.34127/jrlab.v12i3.934
Yu, C., & Bastin, M. (2010). Hedonic shopping value and impulse buying behavior in transitional economies: A symbiosis in the Mainland China marketplace. Journal of Brand Management, 18(2), 105–114. https://doi.org/10.1057/bm.2010.32
Downloads
Published
How to Cite
Issue
Section
