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Hedonic shopping motivation on impulse buying: Evidence on Indonesian e-commerce users during Covid-19

Year: 2024

Type: article

Abstract: Consumers who like shopping, have a greater tendency to seek information about certain products. If the information obtained is about a product that can attract the heart, it will bring up the desire to have the item immediately, so that impulse buying occurs. This study also aims to find the existence of the influence of idea shopping, value shopping, and gratification shopping on impulse buying among buyers in Zalora. The sample was taken by using purposive sampling method with 100 respondents. Data collection technique was carried out using a questionnaire distributed online via Google Form. The results show partially and simultaneously Idea Shopping, Value Shopping, and Gratification Shopping has been proven to have a positive and effect on impulse buying.

Source: REVIEW OF MANAGEMENT ACCOUNTING AND BUSINESS STUDIES

DOI: 10.38043/revenue.v5i2.5996

Authors: Putu Agus Perinanta Putra, Ni Kadek Melly Ardani, Putu Ratna Juwita Sari

Institutions: Edith Cowan University, University of National Education

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414309273

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