Abstract
In the discussion of consumer behavior to make a purchase, many influences underlie a person in making purchasing decisions. The theory of motivation has become a reference for many researchers to understand and know the motivation of users and the responses that occur to various stimuli. This research was conducted on consumers who have made purchases using m-commerce in Indonesia. The purpose is to analyze the correlation between interpersonal influence, visual appeal, and portability, with the urge to buy impulsively and urge to buy impulsively through hedonic browsing. The data was analyzed using Structural Equation Modelling. The results show that interpersonal influence has a significant effect on urge to buy impulsively, visual appeal has a significant effect on urge to buy impulsively, portability has a significant effect on the urge to buy impulsively, interpersonal influence has a significant effect on hedonic browsing, visual appeal has a significant effect on hedonic browsing, portability has a significant effect on hedonic browsing, hedonic browsing has a significant effect on the urge to buy impulsively, hedonic browsing mediates the influence of interpersonal influence on urge to buy impulsively, hedonic browsing mediates the effect of visual appeal on urge to buy impulsively, and hedonic browsing mediates the effect of portability on the urge to buy impulsively.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Business Management and Economic Review
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
