scholarly journals The Stimulus Of Impulse Buying Behavior On E-Commerce Shopping Festival: A Moderated-Mediated Analysis

2021 ◽  
Vol 2 (10) ◽  
pp. 692-714
Author(s):  
Yulianto Yulianto ◽  
Alexander Sisko ◽  
Evelyn Hendriana
Keyword(s):  
Indirect Effect ◽  
Potential Effect ◽  
Sales Promotion ◽  
Mediation Effect ◽  
Buying Behavior ◽  
Payment Methods ◽  
Impulsive Buying ◽  
Shopping Motivation ◽  
Hedonic Shopping ◽  
The Relationship

Studies on impulsive buying signify sales promotion and hedonic shopping motivation as antecedents of impulsive buying behavior during the shopping festival. The availability of different payment methods, such as credit cards and cash on delivery, can make consumers more impulsive. Despite the potential effect of payment methods on impulsive buying behavior, only a few studies are looking at this variable. Hence, this study aims to examine the moderated-mediation effect of attitude toward shopping festivals and cash-on-delivery payment methods in the relationship between sales promotion, hedonic shopping motivation, and impulsive buying behavior. Purposive sampling was applied to select samples that resulted in 210 valid responses. Data were analyzed using PLS-SEM that indicated an indirect effect of the perceived low price on impulsive buying behavior through attitude toward sales promotion during online shopping festivals. Other elements related to sales promotion such as perceived perishability and scarcity did not affect attitude toward sales promotion and impulsive buying behavior. In contrast, hedonic shopping motivation had a direct effect on the impulsive buying behavior and an indirect effect via attitude towards sales promotion. Our finding only supported the moderating role of cash on delivery payment method in the relationship between hedonic shopping motivation and impulsive buying behavior. These findings provide insights to businesses in applying for sales promotion and utilizing customers’ hedonic shopping motivation to maximize their sales during the shopping festival.

THE EFFECT OF SHOPPING LIFESTYLE, HEDONIC SHOPPING MOTIVATION, AND SALES PROMOTION ON IMPULSE BUYING BEHAVIOR IN E-COMMERCE (CASE STUDY OF BERRYBENKA CONSUMER)

2020 ◽  
Vol 25 (1) ◽  
pp. 45-54
Author(s):  
Nia Yusnia Sari ◽  
Sri Hermawati
Keyword(s):  
Hypothesis Test ◽  
Descriptive Analysis ◽  
Sampling Technique ◽  
Sales Promotion ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Internet Users ◽  
To Come ◽  
Shopping Motivation ◽  
Hedonic Shopping

Increasing internet users and the growing of e-commerce in Indonesia impact on consumer behaviour in terms of shopping. One of the models of shopping channels that are currently being the world's trend is replacing conventional shopping systems that require shoppers to come to shopping with a shopping system online. This research aims to determine whether there is a influence on shopping lifestyle, hedonic shopping motivation and sales promotion of impulse buying in Berrybenka consumer. The samples on this research are consumers who have ever shopped at Berrybenka e-commerce through websites or applications. The sampling method used in this study is non probability sampling using the purposive sampling technique. The data analysis used is a descriptive analysis and confirmatory factor analysis (CFA). The hypothesis test results show that shopping lifestyle variable affects impulse buying behavior, while hedonic shopping motivation and sales promotion have no effect on the impulse buying behavior.

scholarly journals The Effect of Sales Promotion and Store Atmosphere on Hedonic Shopping Motivation and Impulsive Buying Behavior in Hypermart Manado City

2018 ◽  
Vol 13 (1) ◽  
pp. 83
Author(s):  
Nova Christian Mamuaya
Keyword(s):  
Structural Equation Modeling ◽  
Structural Equation ◽  
Sales Promotion ◽  
Primary Data ◽  
Equation Modeling ◽  
Survey Method ◽  
Impulsive Buying ◽  
Convenience Sampling ◽  
Shopping Motivation ◽  
Hedonic Shopping

<p>The purpose of this research is to know and analyze the effect of sales promotion and store atmosphere on hedonic shopping motivation and impulsive buying of Hypermart consumers in Manado City. The method used in this research is explanatory survey method; with 175 consumers who shop at Hypermart in Manado City as sample with convenience sampling technique; primary data with data collecting technique using questionnaire instrument with Likert scale and structural equation modeling analysis technique with Lisrel 8.80 program. The result of this research shows that sales promotion has positive and significant effect on hedonic shopping motivation; store atmosphere has positive and significant effect on hedonic shopping motivation; sales promotion has positive and significant effect on impulsive buying; store atmosphere has positive and significant effect on impulsive buying; and hedonic shopping motivation has positive and significant effect on impulsive buying of Hypermart consumers in Manado City. Impulsive buying will be improved if Hypermart management in Manado City is able to increase hedonic shopping motivation with the most dominant indicator is “shopping for value”, where hedonic shopping motivation will be improved if Hypermart management in Manado City can increase sales promotion with the most dominant indicator is “sample giveaway program” and store atmosphere with the most dominant indicator is “in-store appearance”.</p><p> </p><p><strong>Bahasa Indonesia Abstrak: </strong>Tujuan<em> penelitian ini adalah ingin mengetahui dan menganalisis pengaruh promosi penjualan dan atmosfir toko terhadap motivasi belanja hedonik </em><em>dan </em><em>pembelian impulsif konsumen Hypermart di Kota Manado.<strong> </strong>Metode yang digunakan dalam penelitian ini adalah</em> explanatory survey; <em>dengan sampel 175 orang konsumen yang berbelanja di </em><em>Hypermart Kota Manado dengan</em><em> </em><em>teknik</em> convenience sampling<em>; data primer dengan teknik pengumpulan data menggunakan </em><em>instrumen </em><em>kuesioner dengan skala Likert dan teknik analisis</em> structural equation modeling <em>dengan program Lisrel 8.</em><em>8</em><em>0.</em><em> Hasil penelitian menunjukkan </em><em>promosi penjualan </em><em>berpengaruh </em><em>positif dan </em><em>signifikan terhadap motivasi belanja hedonik; atmosfir toko berpengaruh positif dan signifikan terhadap motivasi belanja hedonik;</em><em> </em><em>p</em><em>romosi penjualan berpengaruh </em><em>positif dan </em><em>signifikan terhadap pembelian impulsif</em><em>;</em><em> </em><em>a</em><em>tmosfir toko berpengaruh positif dan signifikan terhadap pembelian impulsif; dan </em><em>m</em><em>otivasi belanja hedonik berpengaruh positif dan signifikan terhadap pembelian impulsif </em><em>konsumen </em><em>Hypermat </em><em>di Kota Manado</em><em>. </em><em>Pembelian impulsif akan mampu ditingkatkan jika manajemen </em><em>Hypermart </em><em>di Kota Manado mampu meningkatkan motivasi belanja hedonik dengan indikator yang paling dominan adalah </em><em>“</em><em>belanja untuk </em><em>nilai”</em><em>, di mana motivasi belanja hedonik akan mampu ditingkatkan jika manajemen </em><em>Hypermart </em><em>di Kota Manado mampu meningkatkan promosi penjualan dengan indikator yang paling dominan adalah </em><em>“</em><em>program pemberian sampel</em><em>”</em><em> dan atmosfir toko dengan indikator yang paling dominan adalah </em><em>“interior toko”</em><em>.</em></p>

The effects of cruise attributes on impulse buying behavior: the mediating role of impulsive buying tendency

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jookyung Kwon ◽  
Jiseon Ahn
Keyword(s):  
Service Providers ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Content Type ◽  
Mediating Role ◽  
Impulsive Buying ◽  
Positive Direct ◽  
The Relationship

Purpose This study aims to examine the effects of cruise attributes on impulse buying of service customers through impulsive buying tendency. Specifically, this study investigates whether service attributes (variety of selection and price) influence the impulsive buying behavior of customers by stimulating their impulsive buying tendency. Design/methodology/approach Partial least squares-structural equation modeling was used to test the hypothesis using a sample of 143 cruise customers. Mediating analysis was conducted to examine whether customer personal traits (impulsivity) mediated the relationship between service attributes and impulsive buying behavior. Findings The findings showed that price attributions had a significant positive direct impact on impulsive buying tendency and behavior, while a variety of selections had a significant direct effect on impulse buying behavior. The results revealed a significant mediating role of impulsive buying tendency in the relationship between price attributions and impulse buying. Originality/value Although studies on the decision-making style of service customers have been widely discussed, a limited number of studies has examined customers’ impulsive buying behavior in the service sector. Considering the importance of impulsive purchasing as a valuable marketing tool, the results of this study can help service providers and researchers enhance their knowledge of the mechanism of impulse buying behavior.

PENGARUH BUYING IMPULSIVENESS TERHADAP E-IMPULSIVE BUYING BEHAVIOR DENGAN HEDONIC VALUE DAN UTILITARIAN VALUE SEBAGAI VARIABEL PEMEDIASI

2019 ◽  
Vol 14 (1) ◽  
pp. 61
Author(s):  
Melani Dwi Ratnasari
Keyword(s):  
Data Analysis ◽  
Regression Model ◽  
T Test ◽  
Buying Behavior ◽  
Hedonic Value ◽  
Utilitarian Value ◽  
Impulsive Buying ◽  
The Relationship

The purpose of this study was to examine the hedonic value mediation and utilitarian value variables on the relationship between buying impulsiveness and e-impulsive buying behavior. In this study the number of samples was 123 students using Shopee at Sarjanawiyata Tamansiswa University. Data analysis using a regression model with t test and sobel test. The results showed, 1) impulsiveness buying does not affect hedonic value 2) impulsiveness buying does not affect utilitarian value 3) hedonic value influences e-impulsive buying behavior 4) utilitarian value influences e-impulsive buying behavior 5) impulsiveness buying affects e-impulsive buying behavior 6) hedonic value is not supported as the mediating variable of the relationship between buying impulsiveness and e-impulsive buying behavior 7) supported utilitarian value as the mediating variable of the relationship between buying impulsiveness and e-impulsive buying behavior. Keywords: Shopee, Buying Impulsiveness, E-impulsive Buying Behavior, Hedonic Value, Utilitarian Value ABSTRAK  Tujuan penelitian ini adalah untuk menguji variabel mediasi hedonic value dan utilitarian value pada hubungan antara  buying impulsiveness dan e-impulsive buying behavior. Dalam penelitian ini jumlah sampel adalah 123 orang mahasiswa pengguna Shopee di Universitas Sarjanawiyata Tamansiswa. Analisis data menggunakan model regresi dengan uji t dan sobel test. Hasil penelitian menunjukkan, 1) buying impulsiveness tidak berpengaruh terhadap hedonic value 2) buying impulsiveness tidak berpengaruh terhadap utilitarian value 3) hedonic value berpengaruh terhadap e-impulsive buying behavior 4) utilitarian value berpengaruh terhadap e-impulsive buying behavior 5) buying impulsiveness berpengaruh terhadap e-impulsive buying behavior 6) hedonic value tidak terdukung sebagai variabel pemediasi hubungan antara buying impulsiveness dengan e-impulsive buying behavior 7) utilitarian value terdukung sebagai variabel pemediasi hubungan antara buying impulsiveness dengan e-impulsive buying behavior. Kata-kata Kunci: Shopee, Pembelian tidak terduga, pembelian tidak terencana, nilai kesenangan, nilai manfaat

scholarly journals Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood

2020 ◽  
Vol 16 (4) ◽  
pp. 24-36
Author(s):  
Melis Kaytaz Yiğit
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Study Results ◽  
Hedonic Shopping Value ◽  
Hedonic Shopping ◽  
Moderator Role ◽  
The Relationship

Given the limited quantity of studies within the literature, this study investigates the moderator role of hedonic shopping value and mood in the relationship between consumer mindfulness and impulse buying behavior. The study is quantitative and descriptive and using a convenient sampling method, 223 online questionnaires were obtained in Samsun, Trabzon, and İstanbul. The responses collected from a close-ended questionnaire using a 5-point Likert scale was tested at Structural Equation Modeling (SEM) through AMOS.The findings of the study indicated that consumers with mindfulness exhibit negative impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mindfulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buying behavior is not proved. Besides, it is found that consumers’ positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study’s result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

scholarly journals ROLE OF FACEBOOK VIDEO ADVERTISEMENTS IN INFLUENCING THE IMPULSIVE BUYING BEHAVIOR OF CONSUMERS

2020 ◽  
Vol 11 (10) ◽  
pp. 231-246
Keyword(s):  
Social Media ◽  
Service Providers ◽  
Primary Data ◽  
Buying Behavior ◽  
Descriptive Research ◽  
Impulsive Buying ◽  
Spss Software ◽  
Buying Behaviour ◽  
The Relationship

The purpose of this study is to empirically investigate the role of Facebook video advertisements in influencing the impulsive buying behaviour of consumers. Social media facilitates global interaction among its users through their experiences and ideas. Social media has today become one of the greatest marketplaces for products and service providers in promoting their brands. This study has developed a conceptual framework in order to identify how video advertisements influence the impulsive buying behaviour of consumers. The model has been tested empirically through the collection of quantitative primary data. The data has been collected from Indian consumers who have a Facebook account and use it frequently. Descriptive research design has been employed in this study. The collected data has been subject to statistical analysis through SPSS software. In addition to identifying the relationship between video advertisements and Impulsive buying behaviour of consumers, this study also attempts to examine the role of the demographic characters of the consumers in moderating the relationship between the proposed variables. The results of the study reveal that social media video advertisements influence the cognitive and affective aspects of impulsive buying behaviour of consumers. Further, the results revealed that the relationship between social media video advertisements and impulsive buying behaviour of consumers is moderated by the demographic characteristics namely age, gender and social status of the consumers.

scholarly journals Price Discounts and Fashion Involvement to Increase Online Impulsive Buying: Study Among Teenagers at Yogyakarta

2021 ◽  
Vol 2 (4) ◽  
pp. 239-250
Author(s):  
Dwi Wahyu Pril Ranto ◽  
Endang Hariningsih ◽  
Wahyu Eko Prasetyanto ◽  
Debby Mulya Oktafiani
Keyword(s):  
Regression Analysis ◽  
The Self ◽  
Impulse Buying ◽  
Buying Behavior ◽  
Price Discounts ◽  
Impulsive Buying ◽  
Online Setting ◽  
Female Teenagers ◽  
The Relationship ◽  
Fashion Involvement

This study aims to examine the relationship between discount prices and fashion involvement with impulse buying. The self-administrated questionnaire was developed from the literature administered to 135 female teenagers in Yogyakarta. Multiple regression analysis was used to examine the relationship between discount prices and fashion involvement in impulse buying. The results showed a significant relationship between discount prices and price involvement with impulse buying among teenagers. This study provides valuable insights into teenage impulse buying behavior in an online setting, especially Shopee marketplace, with integrated price discounts and fashion involvement as the antecedent

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