Abstract
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
Highlights
The online marketplace has experienced very rapid development
The growth of the online retail market shows that many new retailers are planning to participate in an online marketplace (Lo et al, 2016)
Price Discounts are interpreted as a reduction in the price that must be paid for certain products, which apply for a certain period (Waani & Alfa Tumbuan, 2015)
Summary
The online marketplace has experienced very rapid development. The growth of the online retail market shows that many new retailers are planning to participate in an online marketplace (Lo et al, 2016). The entry of online retailers into the marketplace will create much competition in each segment. Understanding consumer online behavior becomes crucial for online retailers, increasing their competitive advantage to increase profits. In this era of accelerated growth in e-commerce, the expansion of cellular networks has changed marketing patterns and consumer behavior. Mobile devices enable marketers to give consumers the pleasure of shopping and offer promotional campaigns through various applications at any time. Consumers can shop anywhere and anytime they want online. It results in impulsive buying behavior that causes consumers to be more frequent and buy
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