Work

The Influence Hedonic Shopping Motivation and Positive Emotions On Online Implusive Buying Of Shopee Application Users

Year: 2024

Type: article

Abstract: Flash sale has become a very popular strategy because it effectively attracts consumer interest and increases sales. Flash sale promotions have a strong relationship with impulsive buying. This study aims to analyze the effect of Hedonic Shopping Motivation on Online impulse buying through Positive Emotions. The research method used in this study is a quantitative approach. The objects of this study were 30 Shopee users using the purposive sampling method. Hypothesis testing was analyzed using PLS analysis. The results of this study show that hedonic shopping motivation significantly affects positive emotions and online impulse buying, and positive emotions have a substantial effect on online impulse buying.

Source: Riwayat Educational Journal of History and Humanities

DOI: 10.24815/jr.v7i4.41967

Authors: Erick Hardian Giovanni, Tanti Handriana

Institution: Universitas Airlangga

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4405628304

FWCI: 0.466

Cites: 24

Cited by: 1

Related to: 10