Impulse buying behavior in mobile commerce: a partial least squares structural equation modeling analysis

The rapid development of social media platforms, such as TikTok, has transformed the way companies market their products and interact with consumers. Social media has evolved beyond a promotional tool into a space capable of evoking emotions and stimulating spontaneous purchasing behaviours in consumers. This study aims to analyse the effect of Social Media Marketing (SMM) on Impulsive Buying (IB), with Hedonic Shopping Motivation (HSM) serving as a mediating variable. A quantitative approach was employed using a survey method involving 150 active social media users from Palu City, Indonesia. Data were analysed using Partial Least Squares structural equation modelling (PLS-SEM) through the SmartPLS application. The results reveal that social media marketing has a positive and significant effect on both hedonic shopping motivation and impulsive buying. Moreover, hedonic shopping motivation exerts a positive influence on impulsive buying and serves as a partial mediator in the relationship between social media marketing and impulsive buying. These findings emphasise that the more effective social media marketing strategies are in creating enjoyable shopping experiences, the higher the consumers’ tendency to engage in impulsive purchasing behaviour. This study contributes to a deeper understanding of the role of hedonic motivation in consumer purchasing behaviour in the digital era and provides practical implications for marketers to design social media content that stimulates emotional experiences and enhances spontaneous buying impulses.

This research aims to determine the influence of hedonic shopping motivation, shopping lifestyle, and store atmosphere on impulse buying among customers of the Aeon Mall BSD City department store. Impulse buying refers to consumer behavior where purchases are made spontaneously without prior planning, often driven by external factors or momentary emotions. The variables examined include hedonic shopping motivation, which refers to the consumer's drive to shop for enjoyment or entertainment; shopping lifestyle, which reflects an individual's habitual shopping patterns and preferences; and store atmosphere, encompassing physical environmental elements of the store such as lighting, layout, music, and scent. Data collection was conducted through a questionnaire distributed to 100 respondents selected using simple random sampling. The data was analyzed using SPSS version 20 to examine the relationship between the independent variables and impulse buying behavior. The results of this study indicate that hedonic shopping motivation significantly affects impulse buying, suggesting that the higher the motivation for enjoying the shopping experience, the greater the likelihood of making unplanned purchases. Additionally, shopping lifestyle was found to have an effect on impulse buying, with individuals who embrace a shopping-oriented lifestyle being more likely to engage in impulsive buying behavior. However, the analysis revealed that store atmosphere did not have a significant impact on impulse buying, indicating that the physical environmental factors of the store do not necessarily serve as key triggers for spontaneous purchases. This research provides valuable insights for retail management in designing more effective marketing strategies to encourage impulse buying behavior among consumers.

Shopee, as one of the e-commerce establishments established in 2015 and part of the Sea Group in Southeast Asia, has succeeded in creating a safe, user-friendly and fast online shopping platform. With strong operations in seven markets in Southeast Asia, Shopee not only provides a platform for buyers to find products, but also provides training and support to their sellers. The rapid growth of e-commerce in Indonesia is also influenced by factors such as the increase in population, increasing smartphone and internet users, and the development of financial technology companies. The convenience of online shopping encourages consumers to buy various desired products so that they are encouraged to behave consumptively. This then stimulates the phenomenon of impulse buying in consumers. Currently, economic activities are dominated by Generation Z's behavior to carry out activities such as scrolling, online shopping, and making transactions. Some marketplaces have not paid attention to the positive emotions of consumers with the Generation Z group in the target market, hedonic shopping motivation, fear of missing out, and shopping lifestyle that can trigger impulsive purchases which are part of the consideration of the preparation and strategy of innovative marketing targets according to the needs of market psychology. This study aims to find out how much respondents assess hedonic shopping motivation, fear of missing out, and shopping lifestyle, find out the influence of hedonic shopping motivation, fear of missing out, and shopping lifestyle on impulse buying generation Z, find out the influence of positive emotions on impulse buying generation Z, to know the influence of hedonic shopping motivation, fear of missing out and shopping lifestyle on impulse buying through positive emotions. This study uses a quantitative method. The sampling technique uses purposive sampling. The data obtained was 385 respondents by distributing questionnaires online. The respondents in this study are Generation Z Shopee users in Indonesia. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) which was then processed with SMARTPLS. The results of this study are hedonic shopping motivation, fear of missing out, shopping lifestyle, positive emotion have a significant positive effect on impulse buying.

With the development of internet technology makes human behavior change in shopping, that is, by online shopping, one of them is through E- commerce which keeps on increasing from year to year. With this, it is important for E-commerce companies to be able to study consumer behavior in making purchase decision in order to be able to increase the purchase number of company's products. Without realizing it, there are a lot of E-commerce consumers do purchase suddenly without prior planning, that is, impulse purchase. This research focuses on the factors that influence impulse buying, that is, hedonic shopping motivation, shopping lifestyle and sales promotion. This research is done to find out the influence of Hedonic Shopping Motivation, Shopping Lifestyle and Sales Promotion on Impulsive Purchase on Tokopedia Indonesia E-commerce consumers. The research method uses quantitative method, by collecting research data with distributing questionnaires using Google Forms to 100 respondents who are Tokopedia E-commerce consumers that domicile in Surabaya. Using primary data source type is with non-probability sampling method with purposive sampling technique. Data analysis tool that is used is SPSS version 25. The result of this research shows that there is partial or simultaneous influence of Hedonic Shopping Motivation, Shopping Lifestyle and Impulsive Purchase variables on Tokopedia Indonesia E-commerce consumers. Keyword: Hedonic Shopping Motivation, Shopping Lifestyle, Sales Promotion, Impulsive Purchase.

In the online shopping context, the proliferation of digital platforms has contributed to an increase in impulsive buying behavior (IBB), which can sometimes lead to regret. This study aims to explore the intrinsic and extrinsic stimuli that influence consumers’ online impulsive buying behavior, which subsequently affects their post-purchase cognitive dissonance, with the moderating role of price consideration (PC). The conceptual framework was formulated using the Stimulus–Organism–Response (S-O-R) model. A total of 813 responses were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived utilitarian value (PUV), perceived enjoyment (PE), fear of missing out (FOM), and green trust (GT) positively impact online impulsive buying behavior (IBB), which, in turn, positively impacts post-purchase cognitive dissonance (PCD). Moreover, a significant moderating role of PC is found in the relationship between IBB and PCD, suggesting that consumers with low price consideration tend to regret their impulsive buying more. The findings provide insights that guide online retail sellers and digital marketers to develop or implement customized strategies based on the intrinsic and extrinsic stimuli that influence customers’ impulsive buying and subsequent post-purchase cognitive dissonance.

<p>The development of the industry retail modern is growing rapidly causing significant<br />changes to people's lives, especially in terms of shopping. The convenience of<br />shopping has an impact on people who are increasingly making impulsive buying.<br />This study aims to determine the effect of brand image, situational factors, sales<br />promotion and store atmosphere on impulsive buying mediated by hedonic shopping<br />motivation at retail modern market. In this study, the population studied were all<br />people who had go or had purchased at least once at retail modern market in West<br />Jakarta. The sample in this study amounted to 200 peoples using purposive sampling<br />technique. The data is then processed using the Structural Equation Model Lisrel<br />(SEM) method. Based on the test results, it is known that brand image, situational<br />factors, sales promotion and store atmosphere have a significant effect on hedonic<br />shopping motivation. While brand image, situational factors, hedonic shopping sales<br />promotion and store atmosphere motivation have a significant effect on impulsive<br />buying.</p><p><strong>Keywords</strong>: Brand Image, Situational Factors, Sales Promotion, Store Atmosphere,<br />Impulsive Buying and Hedonic Shopping Motivation</p>

PurposeThis study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.Design/methodology/approachAn online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).FindingsChannel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.Practical implicationsThe results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.Originality/valueThis work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.

The emergence of the influence of current trends, promotions, and discounts, as well as advertising offers play a major role in shaping hedonic shopping motivation and shopping lifestyle, so that these influences create the urge to buy without careful consideration. Thus, the goal is to identify and measure the influence of Hedonic Shopping Motivation and Shopping Lifestyle on Impulse Buying of Raden Intan State Islamic University students in Lazada.co.id and helps in detailing how much the independent variable is related to or affects the dependent variable. This study uses quantitative methods by collecting primary data through the distribution of questionnaires online using the Google Form platform. The population focus of this study is students of the state Islamic University of Raden Intan Lampung who have made purchases in Lazada.co.id, with a sample of 91 respondents and selected through non probability sampling. Especially purposive sampling techniques, which allow researchers to select samples based on certain considerations, so as to ensure that the selected sample represents the relevant variation in the population. This study used the test tool SmartPLS 4 for windows. The results showed that Hedonic Shopping Motivation showed a positive but not significant effect on Impulse Buying. Meanwhile, Shopping Lifestyle shows a positive and significant influence on Impulse Buying. Thus, Shopping Lifestyle has a dominant role in triggering Impulse Buying compared to Hedonic Shopping Motivation. Abstrak Munculnya pengaruh tren terkini, promosi, dan diskon, serta tawaran iklan berperan besar membentuk motivasi belanja secara hedonis dan gaya hidup belanja, sehingga pengaruh tersebut menciptakan desakan untuk membeli tanpa pertimbangan matang. Sehingga, tujuannya untuk mengidentifikasi dan mengukur pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying Mahasiswa Universitas Islam Negeri Raden Intan Lampung pada Lazada.co.id dan membantu dalam merinci seberapa besar variabel bebas tersebut berhubungan ataupun mempengaruhi variabel terikat. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data primer melalui distribusi kuesioner secara online menggunakan platform Google Form. Fokus populasi Penelitian ini yaitu Mahasiswa Universitas Islam Negeri Raden Intan Lampung yang telah melakukan pembelian di Lazada.co.id, dengan sampel sebanyak 91 responden dan dipilih melalui cara non probability sampling. Khususnya tehnik purposive sampling, yang memperkenankan peneliti untuk memilih sampel berdasarkan pertimbangan tertentu, sehingga dapat memastikan bahwa sampel yang dipilih mewakili variasi yang relevan di dalam populasi. Penelitian ini menggunakan alat uji SmartPLS 4 for windows. Hasil penelitian menunjukkan bahwa Hedonic Shopping Motivation memiliki pengaruh positif namun tidak signifikan terhadap Impulse Buying. Sementara itu, Shopping Lifestyle menunjukkan pengaruh positif dan signifikan terhadap Impulse Buying. Dengan demikian, Shopping Lifestyle memiliki peran dominan dalam memicu Impulse Buying dibandingkan dengan Hedonic Shopping Motivation.

Objective The aim of this research is to identify whether personality, emotions, and hedonic motivation influence impulse buying behaviour when shopping online. Methodology/Technique A total of 270 samples were collected through online. Factor analysis and multiple linear regression were conducted in this research. Findings The result shows that personality and hedonic motivations are positively related to online impulse buying, whereas emotions are not positively related to online impulse buying. Type of Paper: Empirical paper Novelty : Previous research had focused more on the external factors that influence online impulse buying. There is a lack of research focus on internal factors that influence online impulse buying. In this research, the individual internal factors such as personality, emotions, and hedonic motivations are used to clarify the relationships between online impulse buying and the individual internal factors. Keywords: Emotions, Hedonic Motivation, Impulse Buying Behaviour, Online Shopping, Personality.

The rise of e-commerce in Indonesia has transformed consumer behavior, leading to a growing preference for online shopping. Shopee, a unique e-commerce platform, is experiencing rapid growth in the country, sparking an increase in impulse buying. Factors such as positive emotions and sales promotions are believed to drive impulse purchases. This study employs quantitative research methods to explore these phenomena. By surveying 100 respondents, it was found that positive emotions do not impact impulse buying among Shopee users in Pondok Gede District. However, sales promotions have a significant influence on impulse buying in the same area. When combined, positive emotions and sales promotions have a notable effect on impulse buying behavior among Shopee users in Pondok Gede District. The findings of this study suggest that while positive emotions may not directly lead to impulse buying on Shopee, the presence of sales promotions can significantly influence consumer behavior. This highlights the importance of marketing strategies that leverage both emotional appeal and promotional offers to drive impulse purchases among online shoppers in Indonesia. Furthermore, the rapid growth of e-commerce platforms like Shopee in Indonesia indicates a shift towards a more convenient and accessible shopping experience for consumers. As more Indonesians embrace online shopping, businesses will need to adapt their marketing tactics to cater to the changing preferences of their target audience.

In the current digital age, characterized by rapid technological advancement, a multitude of platforms have emerged that offer a plethora of features One such platform is TikTok. However, over time, it has been utilized as a cost-effective and time-efficient means of promotion. Subsequently, TikTok launched TikTok Shop, enabling users to directly purchase products from the application. This study sets out to examine the phenomenon of impulsive buying on the TikTok Shop platform, focusing in particular on the case of Generation Z (Gen Z) consumers in Bekasi who tend to make impulse purchases through TikTok Shop. The sample was selected using the method of purposive sampling, with 100 respondents. The results of the t-test suggest that shopping lifestyle and sales promotion exert a positive and significant influence on impulsive buying. However, hedonic shopping motivation is found to be a non-significant predictor of this behavior. The lack of significance in the influence of hedonic shopping motivation may be attributed to the fact that consumers are primarily influenced by other practical factors. Consequently, further in-depth research is required by other researchers to explore impulsive buying which is influenced by various factors, including economic factors and the services offered

This study aims to analyze the influence of Store atmosphere, Hedonic shopping motivation, Price discount and Shopping lifestyle on Impulse buying. The research method used is a survey with a questionnaire as a data collection tool. Respondents consisted of tumbler product buyers at Miniso Grand Mall Batam in 2022 as many as 97 samples from a population of 3,200. The data analysis method used is quantitative analysis with statistical analysis using multiple linear analysis methods, to test the relationship between variables. Based on the results of the SPSS calculation, the t-test (partial) shows that (X1) t count -1.552 < 1.661 and significant 0.124 > 0.05, (X2) t count 5.655 > 1.661 and significant 0.001 < 0.05, (X3) t count -0.627 < 1.661 and significant 0.532 > 0.05, (X4) t count 3.450 > 1.661 and significant 0.001 < 0.05. The results of the study show that store atmosphere and price discount do not have a significant effect on impulse buying at Miniso Grand Mall Batam, but hedonic shopping motivation and shopping lifestyle have a significant effect on impulse buying at Miniso Grand Mall Batam. Simultaneously, store atmosphere, hedonic shopping motivation, price discount, and shopping lifestyle have a significant influence on impulse buying.

Customer research has paid a lot of attention to consumer impulse buying. The phenomena is intriguing since it is influenced by both external, market-related inputs and a number of internal psychological elements. The research attempts to comprehend the factors affecting impulse buying behaviour of consumers typically when they consider purchasing new products. Furthermore, the effects of different concepts on the impulse buying are discovered, such as impulse buying intention, new product knowledge and promotional signage in the Pakistani context. This study uses a survey method to test a theoretically grounded set of hypotheses. Using a 22 items questionnaire, the data were obtained from 200 respondents and the data were analysed using SPSS. This study findings reveal that new product knowledge and promotional signage has positive and significant influence on consumers’ impulse buying behaviour as well as impulse buying intention, similarly our mediator that is impulse buying intention also has a positive significant influence on consumers’ impulse buying behaviour. There lies a partial mediation between the promotional signage and impulse buying behaviour in the presence of mediator but impulse buying intention has no significant mediating impact between new product knowledge and impulse buying behaviour. The paper supports the importance of new product knowledge and promotional signage as key drivers of consumer’s impulse buying behaviour. It further underlines the importance of consumer’s impulse buying intention with a mediating effect between new product knowledge, promotional signage and consumer’s impulse buying behaviour. Marketers, retailers, executives and managers can have advantage from these findings for future marketing strategies and can acquire new customers by retaining the old ones to achieve long-term performance objectives. Keywords: Impulse Buying, Behaviour, Purchase Intention, Product Knowledge, Promotional Signage.

PurposeImpulsive buyers are a dream segment for retailers and marketers. Stimulants in the retail environment and cognitive aspects evoke a sudden urge the acquisition of products spontaneously. This paper aims to examine key cognitive aspects of impulsive buying behaviour and purchase regret in an online context.Design/methodology/approachAn online survey was conducted to collect the data of 317 online consumers with the help of a convenience sampling technique. The structural equation modelling technique was carried out to establish the validity and reliability of measures and examine the proposed relational paths.FindingsThe study results suggest that cognitive aspects recede impulsive buying, resulting in purchase regret. The empirical findings on the impulsive buying behaviour and purchase regret to yield several important implications, including developing marketing strategies and policies to evoke the intentions for impulsive buying behaviour, consumer innovation and balancing the feelings of regret.Practical implicationsThe study also provides some significant contributions to the literature on online impulse buying and its related paradigms.Originality/valueThis study mainly attempted to determine the precursors of online impulse buying and purchase regret from the perspective of hedonic and experiential consumption motivation and consumer innovation. Getting reflections from cognitive dissonance theory and the post purchase evaluation, a theoretical model was developed and empirically tested for impulsive online buyers.

This study tries to explore the phenomenon of impulsive buying among Online Travel Agent (OTA) users who are influenced by the presence of sales promotion activities by OTA and consumer actions when searching for travel products offered by OTA through the mobile apps platform. Research data collection is done through the distribution of questionnaires arranged in a structured way to answer the formulation of the research problem. The questions included in the questionnaire all adopt the results of previous studies with a level of validity and reliability that can be scientifically guaranteed. Questionnaires were distributed to OTA mobile apps users who have accounts in various types of OTAs and have made purchases of products offered by OTA in the past 1 year. A total of 106 respondents participated in filling out the questionnaire from 150 questionnaires that had been distributed previously. The results show that apps browsing does not affect the impulsive behavior of OTA customers and conversely sales promotion can significantly influence impulsive buying.