Impulse Buying Research Articles

Pengaruh Content Marketing dan Shopping Lifestyle terhadap Impulse Buying pada E-Commerce Lazada

Indonesia's internet user base is growing as a result of the swift progress of technolog,, which also creates intense competition among e-commerce companies, including Lazada. Based on this phenomenon, the research aims to observe the influence of content marketing and shopping lifestyle on impulse buying behavior in Lazada e-commerce. A non-probability sampling method with purposive sampling is applied. The total sample, according to the predetermined criteria, was 98 respondents. Partial Least Square (PLS) is the data analysis technique used. The research findings show that content marketing does not affect impulsive buying in Lazada's e-commerce. Conversely, impulsive buying in Lazada e-commerce is influenced by consumer shopping lifestyles.

The Role of Perceived Ease of Use and Cashback Promotions on Impulsive Purchases of Shopeepay Users

The impact of development technology from product digital wallet against impulse buying is a significant phenomenon. This study aims to analyze the effect of perceived ease of use, cashback promotions, and financial literacy on impulse buyers of shopeepay users. Respondents used were Faculty of Business Economics students at private universities in Padang City. This research uses a purposive sampling technique with 80 respondents. The validity method was carried out using Confirmatory Factor Analysis (CFA), while multiple regression analysis using the STATA application was used to test the research hypothesis. The results showed that perceived ease of use and cashback promotions had a positive influence on impulse purchases, while financial literacy did not show a significant effect. The contribution of this research is to provide a deeper understanding of the factors that influence impulse buying in the digital era, especially those related to perceived ease of use, cashback promotions, and financial literacy in using shopeepay.

Dampak Shopping Lifestyle, Price Discount, Self Control Terhadap Impulse Buying Generasi Z pengguna Tokopedia

E-commerce makes it easier for people to carry out buying and selling transactions without having to expend energy so that people prefer to shop online because of the practicality that e-commerce provides. This situation provides changes in consumer behavior where people prioritize desires over needs when shopping. Tokopedia, one of the e- commerce sites, is here to provide updates for the public in carrying out shopping transactions. This encourages researchers to examine what variables influence impulse buying. The aim of this research is to find out what variables influence the impulse buying behavior of Tokopedia users. This research uses quantitative methods with primary data types. Respondents in this study were determined using the Lemeshow formula and there were 100 respondents. Testing of this research data uses multiple linear regression analysis, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination test and T test. The results of this study show that the three variables, namely shopping lifestyle, price discount and self control have a significant effect on the impulse buying of Tokopedia users

Pengaruh Fitur Shopping Live Terhadap Pembelian Impulsif Pengguna Aplikasi Shopee.

The aim of this study is to investigate whether shopping live features influence impulse buying. A total of 100 respondents who met the requirements were collected as a sample based on research conducted using a questionnaire. Confirmatory factor analysis and Cronbach Alpha were used to evaluate the validity and reliability of respondents' responses to statement items. Simple regression analysis was used to assess the research hypothesis. Based on these experiments, this research determines that the live shopping feature has an impact on impulse purchases made on the Shopee platform.

Exploring the Role of Social Comparison: Unraveling the Influence of Malicious Envy and Materialism on Impulse Buying, with Promotional Campaigns as a Moderator

This paper empirically tests the association between social comparison, malicious envy, and materialism in impulse buying, with promotional campaigns as a moderator. The sample was drawn from retail customers who frequently buy shoes and clothing. The sample size was 302, using a convenience sampling technique, and the data was collected through a survey questionnaire containing 28 items, with responses ranging from strongly agree to strongly disagree. SEM-PLS 4.0 was used for data analysis and to determine the construct reliability and validity. After examination, it was established that social comparison is positively linked to materialism, malicious envy, and impulse buying. Promotional campaigns moderate the relationship between social comparison and impulse buying. However, neither materialism nor malicious envy impact impulse buying, nor do these two mediate the link between social comparison and impulse buying. The study is unique as it has utilized promotional campaigns as moderators, which has never been studied in this context. Also, the findings are valuable for both marketers and consumers to better predict and manage consumption behavior.

Impulse Buying Behaviour in Live Streaming Commerce: The Influence of Celebrity-Owned Brands

Celebrity-owned brands have quickly become popular. Live streaming commerce has become one of the new business models adopted by celebrities to promote their products online in this era since traditional marketing methods are no longer able to meet all the consumer’s shopping needs and styles. We proposed a research model based on the Stimulus Response theory (SR Theory) to explore the reaction and behaviour of consumers after a certain stimuli factor. A total of 100 valid sample questionnaires with their experience in live streaming shopping were taken. This research adopted PLS-SEM statistical analysis as an empirical evaluation. Subsequently after the empirical investigation, it was found that attractiveness of the live streamer affects consumer’s impulse buying of celebrity-owned brands. Similarly, expertise of the live streamer also affects consumer’s online impulse buying of celebrity owned brands. However, the trustworthiness of the live streamer on live streaming commerce does not affect the online impulse buying of celebrity owned brands. In this paper, we build a framework for impulse buying in live streaming commerce. We verify this framework under Malaysian context. The findings of this paper provide concrete suggestions to business owners and celebrities for their marketing strategies.

Pengaruh Sales Promotion, Shopping Lifestyle, dan Hedonic Shopping Motivation terhadap Keputusan Impulsive Buying pada konsumen Shopee di Sidoarjo

This research aims to determine the influence of sales promotion, shopping lifestyle, and hedonic shopping motivation on impulsive buying decisions among Shopee consumers in Sidoarjo. This research uses quantitative methods. The number of samples in this research was 100 respondents. Samples were taken using a non-probability sampling technique with a purposive sampling method. Data analysis in this study used multiple linear regression. The results of this research show that simultaneously and partially the sales promotion, shopping lifestyle and hedonic shopping motivation variables have a significant effect on impulsive buying among Shopee consumers in Sidoarjo.

IMPULSE BUYING AND RETAILER LOYALTY PROGRAMS: ASSESS THE INFLUENCE OF LOYALTY PROGRAMS, REWARDS, AND CUSTOMER INCENTIVES ON IMPULSE BUYING

Comprehending the link between impulse buying and retailer loyalty programs is crucial in retail marketing. These programs, designed to encourage repeat purchases and foster customer loyalty with personalized rewards, profoundly impact impulsive behaviors. This study uses a mixed methods approach to assess the effectiveness of loyalty strategies across diverse consumer demographics. Rewards such as discounts, points, or exclusive access cultivate a sense of belonging and exclusivity, influencing purchasing decisions by triggering immediate incentives and urgency through limited time offers. Emotional and psychological factors drive impulse buying. The expectation of rewards, the excitement of earning points, and the sense of exclusivity all play roles in impulsive purchases. Retailers can capitalize on these motivators by tailoring programs accordingly. Demographic variables such as age, income, and shopping habits influence program effectiveness, with younger consumers typically favoring digital rewards and older consumers showing a preference for traditional discounts. Qualitative research delves into motivations and perceptions, providing rich insights into how loyalty programs influence impulse buying behaviors. This holistic approach offers valuable insights for refining marketing strategies, increasing customer loyalty, and promoting impulse buying through personalized rewards, real-time offers, and gamification.

A Conceptual Study on Usage of Cloth and Glass package for the Reduced Plastic Footprint Which Arises due to Impulsive Buying in E-Commerce Platforms

Abstract: E-commerce platforms have proliferated, revolutionising consumer purchasing behaviour and enabling more convenient shopping from any location at any time. But because of its ease, there has been a marked increase in impulsive purchases, which has greatly increased the amount of plastic waste. This study investigates the relationship between the rise in plastic waste that occurs from impulsive purcphasing on e-commerce platforms. The purpose of this study is to demonstrate the negative environmental effects of the current e-commerce ecosystem and offer viable solutions to reduce plastic waste by examining consumer behaviour, packaging standards, and waste management concerns. The relationship between impulsive purchasing on e-commerce platforms and the rise in plastic waste is examined in this qualitative study. The study attempts to determine the reasons behind through in-depth interviews and thematic analysis

Impulsive Buying in Gen Z: How Online Customer Review, Sales Promotion, and Conformity Influence Impulsive Buying through Consumer Trust (Study on E-Commerce Users in Purwokerto)

This research aims to examine the effect of online customer reviews, sales promotions, and suitability on impulse buying through customer trust as mediating variables. The sample taken in this study were 108 Gen Z e-commerce users in Purwokerto using a purposive sampling technique. The method of analysis used in this research is descriptive quantitative and uses smart PLS 3.0. Data collection techniques through questionnaires. The research results show that sales promotions and conformity can affect impulse buying. Online customer reviews do not affect impulse buying. Customer trust can mediate conformity to impulsive buying but cannot mediate online customer reviews and sales promotion.

Cross-cultural differences in the effects of the ambient scent on in-store behavior: the role of companionship

While previous studies have examined the influence of store atmospherics and social factors independently, limited research has investigated their synergistic impacts across cultures. In particular, the interactions between ambient scents, companionship influences, and cross-cultural shopping customs remain underexplored. Therefore, this study investigates how ambient scents influence retail shopping behaviors with a companion across cultures. Data were collected via surveys administered to customers in Polish and Indian shopping malls (N = 579), examining the impact of detected fragrances on time spent, money spent, purchase decisions, cognitive responses, and attitudes. Shopping with a companion in a scented environment has a more positive influence on time spent, money spent and impulse purchases in India than in Poland. There is no difference between these two cultures regarding cognitive responses to a scented retail environment, but there are significant differences for attitudinal responses and repurchase intentions. We found a positive association between the consumer rating of the shopping environment in terms of the ambient scent and the amount of money spent in India, but not in Poland. Theoretical and practical implications are discussed for optimizing atmospheric design according to cultural customs around shopping companionships.

The Impact of Low Distribution Costs and Short Transit Times on Moderating the Correlation Between Digital Wallet Adoption and Impulse Purchases

The Impact of Low Distribution Costs and Short Transit Times on Moderating the Correlation Between Digital Wallet Adoption and Impulse Purchases

Unveiling the optimal configuration of impulsive buying behavior using fuzzy set qualitative comparative analysis and multi-criteria decision approach

Sudden and unplanned purchasing behavior is considered impulsive buying behavior. With the increasing popularity of social commerce platforms and shopping automation, people's tendency towards impulsive purchases has grown significantly. In this connection, the role of marketing influencers has crucially impacted the customers' purchasing decisions over the last decade. This study aims to investigate the effect of marketing influencers on impulsive buying behavior. In addition, the current study addresses a critical methodological problem by highlighting the optimal configuration provided by fuzzy set qualitative comparative analysis (fsQCA) using a multi-criteria decision approach (MCDM). Based on a survey of 672 users of live streaming commerce platforms in Malaysia, we examined impulsive buying behavior from the perspective of influencer marketing, cognitive trust, and affective trust in influencer. Partial Least Squares Structural Equation Modeling (PLS-SEM) results confirmed the influence of parasocial relationship, authenticity, expertise, trustworthiness, attractiveness, and influencer–follower congruence on impulsive buying behavior through cognitive trust in influencer, affective trust in influencer, and behavioral inertia. The fsQCA results provided 15 different configurations confirming the role of marketing influencers' characteristics in impulsive buying behavior. However, fsQCA analysis is unable to determine the optimal solution or configuration. To this end, the MCDM analysis complemented the fsQCA analysis by unveiling the optimal configuration, which was the ninth configuration. Furthermore, the combination of authenticity, expertise, trustworthiness, cognitive trust, affective trust is considered a key concept to increase impulsive buying behaviour regardless of the presence of a parasocial relationship.

Pengaruh Flash Sale dan Diskon terhadap Impulsive Buying pada Produk Fashion di Shopee

This study aims to measure the extent to which flash sales and discount offers influence impulsive buying decisions. Data were collected through an online survey involving 130 respondents and analyzed using quantitative descriptive methods and Structural Equation Modeling - Partial Least Squares (SEM-PLS) to evaluate the significant effect of flash sales and discounts on impulsive buying. The results showed that marketing strategies involving flash sales and discounts significantly stimulated quick and spontaneous purchasing decisions. This finding highlights the effectiveness of these marketing techniques in increasing consumer impulsive behavior in the fashion category. Keywords: Discount, Flash Sale, Impulsive Buying

GEN Z’S IMPULSE BUYING BEHAVIOR OF SHOPPING THROUGH LIVE-STREAMING SOCIAL COMMERCE PLATFORMS:

In social commerce, consumers receive emotional motivation to purchase products because they feel familiar and bonded with the promoter, often losing track of time and self-awareness in a flow state, leading to impulse buying. As Gen Z are often presents more tendency toward impulse shopping behaviors compared to other generations, this study aims to investigate the impulse buying behavior of Generation Z (Gen Z) on live-streaming social commerce platforms, focusing on the roles of Parasocial Interaction (PSI) and Social Commerce Emotional Motivation (SCEM). Using a quantitative approach, data were collected via online surveys from individuals born between 1998 and 2007 who had made at least two unplanned purchases after watching live-streamed shopping events within four weeks. Statistical regression analysis was conducted using IBM SPSS 26.0 to explore the relationships between PSI, SCEM, and impulse buying behavior (IBB). The findings reveal that both PSI and SCEM significantly influence IBB among Gen Z consumers. Strong parasocial relationships with live-stream hosts enhance trust and connection, while emotional engagement through SCEM motivates spontaneous purchases. The study highlights the synergistic effect of PSI and SCEM, suggesting that a combined approach is most effective in driving impulse buys. This study contributes to the understanding of consumer behavior in the context of emerging social commerce trends, providing actionable insights for enhancing marketing strategies targeted at Gen Z.

The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity

The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity

Online impulse purchases versus planned purchases and the role of visual attributes

ABSTRACT Given the rapid growth of online buying, there seems to be a significant gap in understanding how consumers derive satisfaction from their past online fashion purchases, particularly in the absence of tactile experiences, relying solely on visual aesthetics for both planned and impulse decisions. This gap examines the necessity of evaluating how online shopping platforms should cater to diverse consumer behaviors. The goal is to examine how the visual aesthetic attributes of fashion clothing purchased online, whether through impulse or planned decisions, can influence satisfaction through a conceptualized model. It incorporates several variables’ mediating and moderating roles for a more plausible explanation. Two distinct samples were drawn from consumers who independently made planned purchases and those who made impulse purchases, totalling 483 respondents in the survey. Multigroup Structural Equation Modeling was employed for data analysis. The findings reveal that visual aesthetics significantly and positively impact perceived risk, perceived quality, and satisfaction. Additionally, perceived risk positively influences perceived quality. However, perceived quality exhibits a negative relationship with satisfaction. Both impulse and planned behaviors significantly moderate the relationship, except for the value aesthetic attributes of fashion clothing and perceived risk for impulse buyers. This article contributes to the theoretical and practical implications.

The Influence of Affiliate Marketing and Brand Image on Impulse Buying Skintific Products on Shopee Live in Generation Z

The Influence of Affiliate Marketing and Brand Image on Impulse Buying Skintific Products on Shopee Live in Generation Z

Study of the influence of psychological factors on women’s purchasing decisions during e-commerce livestream

Apart from YouTube and Instagram, new e-commerce live streaming platforms have emerged (TikTok Shopping, Amazon Live), which opens new opportunities for engaging with the audience and driving sales. Women, looking for an emotional and interactive experience, tend to make impulse purchases during live broadcasts. That is why it is necessary to investigate this topic. The purpose of this study was to examine the psychological factors that influence women’s impulse purchases while watching live broadcasts and to determine the psychological characteristics of women who make impulse purchases during live broadcasts. The study included questionnaires and interviews with women living in the Philippines, East Timor, Thailand, Singapore, Myanmar, Malaysia, and Laos. The key findings are that the study revealed the psychological factors of influence and psychological characteristics of women as they make purchases during e-commerce live streams. Psychological characteristics include emotionality while watching (68.3% of respondents), fear of missing out on a good deal (58.3% of respondents) and being influenced by other viewers and streamers (74.2% trust recommendations). Psychological factors include a set of technological and social components. Technological factors include interactivity and real-time communication (56.7% consider it significant); visual appeal and product display (71.7% consider it significant); and the convenience of shopping while browsing. Social factors include parasocial interaction with the streamer, a sense of community with other viewers (63.3%). The study also identified the role of hosts, which plays a significant role in building trust in the product and online platform: building trust in the product and brand (74.2% trust recommendations); influence through charisma, expertise, and attractiveness (62.5% consider them attractive, 58.3% – competent). Live broadcasts effectively stimulate impulse purchases among women. Emotions, trust, and social influence play a key role in this process. The practical significance of this study lies in the possibility of helping women to better understand the factors that influence impulse purchases, to avoid the influence of emotional stimuli and social pressure. The findings of this study can be used to develop recommendations on how people can effectively shop online

The Impact of Promotion, Product Quality, and Trust toward Online Impulsive Buying Decisions: The Mediating Role of Flow Experience

Online purchasing has experienced significant growth, with approximately 40 percent of total online purchases classified as impulsive. However, there is a gap between the potential rise in online purchases and the proportion of impulsive purchases, which remains at 40 percent. To address this gap and boost short-term sales for producers, this study aims to evaluate the impact of promotion, product quality, and trust on online impulsive buying decisions, considering the role of flow experience as an intervening variable. The research employs a descriptive quantitative method, collecting data through questionnaires using a Likert scale. The study was conducted in the D.K.I Jakarta area, involving 246 respondents. Data analysis was performed using path analysis to examine the relationships between the independent variables (promotion, product quality, and trust), the intervening variable (flow experience), and the dependent variable (online impulsive buying decisions). The findings reveal that promotion has a positive and significant influence on online impulsive buying decisions. Moreover, promotion significantly impacts flow experience, which in turn mediates the effect of promotion on online impulsive buying decisions. On the contrary, product quality and trust do not significantly affect either online impulsive buying decisions or flow experience. This suggests that promotional activities are crucial for enhancing impulsive purchases online, while product quality and trust play a lesser role in this context.