Shopping Motivation Research Articles

Moderation of Sales Promotion: Should I Excited to Buy Online Fashion Products?

This study aims to analyze the influence of shopping lifestyle and hedonic shopping motivation on impulse buying with sales promotion as a moderation variable on Shopee Marketplace. This study focuses on purchasing fashion products on the Shopee marketplace. In this research, the population is all Shopee consumers in Indonesia. The sample used in this study amounts 160 respondents with a purposive sampling technique. The analytical method used in this research is the Structural Equation Model and Partial Least Square analysis (SEM-PLS) using Smart PLS3.0 software to analyze data. The result showed that shopping lifestyle has a significant effect on impulse buying of fashion products in the Shopee marketplace, hedonic shopping motivation has a significant effect on impulse buying on fashion products on the Shopee marketplace, sales promotion weakens the influence of shopping lifestyle on impulse buying on fashion product on the Shopee marketplace and sales promotion strengthens the influence of hedonic shopping motivation on impulse buying on fashion product on the Shopee marketplace.

PENGARUH MOTIVASI BELANJA HEDONIS, UANG SAKU DAN PROMO DISKON TERHADAP PEMBELIAN IMPULSIF MAHASISWA JURUSAN MANAJEMEN UNIVERSITAS ISLAM NEGERI SUMATERA UTARA PADA APLIKASI SHOPEE

This study aims to determine the effect of hedonic shopping motivation, pocket money and discount promos on impulse purchases of students majoring in management at the State Islamic University of North Sumatra on the Shopee application. This research was conducted on all active management students of the State Islamic University of North Sumatra with a population of 844 students and a sample of 89 students. The sampling technique in this study uses a probability sampling approach using random sampling, namely random sampling. This study used primary data obtained using questionnaires. The data analysis techniques used in this study are descriptive statistical tests, classical assumption tests, multiple linear regression analysis and hypothesis tests. The results proved that hedonic shopping motivation, pocket money and discount promos had a positive and significant effect on the impulse purchases of students majoring in management at the State Islamic University of North Sumatra on the Shopee application.

Perilaku Konsumtif Mahasiswa Terhadap Jual Beli Online Dalam Perspektif Islam

Consumptive behavior is the activity of buying goods or products that are not needed at all so that they become redundant. Students behave consumptively when shopping online through online shop sites. According to an Islamic economic perspective, consumptive behavior in online shopping makes students shop excessively, causing tabzir and israf attitudes. The purpose of this study is to analyze the factors that cause consumptive behavior in shopping online, the advantages and disadvantages of online shopping, as well as the views of Islamic economics in addressing the consumptive behavior of Accounting Sharia college students at UIN Sumatera Utara. for 2022-2023. This research uses a type of qualitative research and data collection. by conducting interviews (interviews). The results of the study show that there are factors that cause students to behave consumptively, namely internal factors: online shopping motivation, perceptions about online shopping, personality, and lifestyle. External factors: shopping culture and friendship groups. The advantages of online shopping are the ease of finding goods, free shipping vouchers, discounted prices, time efficiency, affordable prices, and digital payment transactions. Disadvantages of online shopping: fraud, late/lost goods, and damage to goods.

Analyzing visual behavior of consumers in a virtual reality fashion store using eye tracking

This study investigated the visual behavior of consumers within an immersive virtual reality (VR) fashion store on the basis of their fashion involvement. Their shopping motivation was considered as a moderator. A total of 23 consumers participated, and the participants’ actual visual behaviors were recorded in real-time during their store experience section using an eye-tracking device attached to a VR head-mounted display. Results revealed that the greater the consumer’s fashion involvement, the greater their attention to the store area, and the greater their ability to observe more diverse areas in the store. Consumers with higher fashion involvement and browsing motivation spent less time focusing on the product area. Meanwhile, consumers with higher fashion involvement and searching motivation spent more time focusing on the product area. Visual attention to the store area positively affected experience satisfaction, and the effect of visual attention to the product area on satisfaction was moderated by consumers’ shopping motivation.

The effects of sales promotion and store atmosphere on hedonic shopping motivation and impulse buying. A case study of customers at Indomaret, Lippo Karawaci, Indonesia

The effects of sales promotion and store atmosphere on hedonic shopping motivation and impulse buying. A case study of customers at Indomaret, Lippo Karawaci, Indonesia

Apakah Promosi Islami dan Hedonic Shopping Motivation Mempengaruhi Perilaku Impulsive Buying Generasi Z?

The emergence of Muslim fashion in Banyuwangi can be attributed to the inclination of the Z generation to utilize e-commerce platforms for fashion shopping, hence promoting impulsive purchasing behavior. The current study aims to examine how the perception of Islamic promotion and hedonic shopping motives influence impulse purchases, with happy emotions serving as mediators in the context of Muslim fashion products. This study focuses on clients belonging to Generation Z in Banyuwangi Regency who have made purchases using e-commerce platforms. This study employs a quantitative research design with an explanatory approach. It has a sample size of 100 participants selected using purposive sampling methods. The survey results obtained through an online questionnaire with a Likert scale were subsequently analyzed using path analysis in SPSS. The findings of this study indicate that employing Islamic advertising and hedonic impacts can enhance consumers' favorable emotions towards Muslim fashion products via e-commerce. Furthermore, the indirect impact of favorable emotions serves as a mediator for the effect of of islamic promotion on impulsive purchasing. However, it is important to note that various good emotions do not mediate the relationship between hedonic shopping incentive and impulsive purchase.

THE ROLE OF POSITIVE EMOTION AS A MEDIATOR OF SHOPPING LIFESTYLE AND HEDONIC SHOPPING MOTIVATION TOWARDS IMPULSE BUYING AT TIKTOK SHOP (Case on TikTok Shop Customers)

Consumer impulsivity is one of the reasons for impulse purchases. A purchase decision made on the spur of the moment without prior forethought is called an impulse buy, and it can happen to consumers who shop physically as well as those who shop online or through social media. In the TikTok Store, this study intends to explore the function of positive emotion as a mediator of shopping habits and hedonic shopping motivation for impulsive purchases. A total of 138 respondents were included in the quantitative research model employed for this study. SmartPLS 3.2.9 data processing software was used to process the research, and a Google Form was used to collect the data. Purposive sampling is used with non-probability sampling in the sampling procedure. This study discovered that there is a direct and significant positive effect of shopping lifestyle on positive emotion in TikTok Shop customers, that there is no significant effect of hedonic shopping motivation on impulse buying in TikTok Shop customers, and that the role of positive emotion as a mediator of shopping lifestyle for impulse buying in TikTok Shop customers has no significant.

The Impact of Positive Emotions of Purchasing Mediated Sales Promotion for Lifestyle and Hedonic Shopping Motivation

<p>The aim of this research is to examine and analyze sales mediation promotions on the effect of lifestyle and hedonic shopping motivation on positive emotions. The research design uses a quantitative descriptive research with causality. The population and sample are students who use online purchasing applications in the City of Kudus, totaling 248 respondents. The results of the study explain that promotion mediates sales on the influence of lifestyle and hedonic shopping motivation. Because the role of sales promotion thereby increasing positive emotions. This proves that in essence sales promotion, especially sales using online applications, is able to foster hedonic shopping motivation.</p>

Demystifying hedonic shopping motivation and consumer buying behavior during the post-global pandemic: evidence from a developing country

ABSTRACT The recent hit global pandemic brought a paradigm change in consumer buying behavior worldwide. The present study aims to investigate the influence of hedonic motivation on post-pandemic consumer behavior. Data collected from 1163 respondents from the urban population in southern India were analyzed. First, the psychometric properties of the survey instrument were checked using LISREL software of structural equation modeling (SEM), and then path analysis was done to test hypothesized relationships. For double moderation, Hayes PROCESS macros were used. The results indicate that (i) hedonic happiness and hedonic fun are positively related to hedonic shopping value (HSV), (ii) HSV is positively associated with impulsive buying tendency (IBT), (iii) pandemic cues are positively associated with compulsive buying tendency (CBT), (iv) IBT and CBT are positively associated with e-purchase, and (v) e-purchase is positively related to customer satisfaction. The results also support that (a) perceived enjoyment moderated the relationship between HSV and IBT, (b) perceived usefulness (second moderator) moderated the moderated relationship between perceived enjoyment (first moderator) and HSV in influencing IBT. The implications for marketing theory and practice are discussed.

PENGARUH MOTIVASI BELANJA HEDONIS, GAYA HIDUP BERBELANJA, DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF DI OUTLET H&M HARTONO MALL YOGYAKARTA

This study aims to identify and analyze the effect of hedonic shopping motivation, shopping lifestyle, and sales promotion on impulse purchases at H&M Hartono Mall Yogyakarta outlets. This study used 100 respondents as a sample who were consumers who were making direct purchases at H&M Hartono Mall Yogyakarta. Sampling in this study using purposive sampling technique. This study uses multiple linear regression analysis. The results of this study prove that partially hedonic shopping motivation and sales promotion have a positive and significant effect on impulsive purchases at the H&M Outlet Hartono Mall Yogyakarta. Meanwhile, the shopping lifestyle has no significant effect on impulsive purchases at the H&M Hartono Mall Yogyakarta Outlet. Simultaneously hedonic shopping motivation, shopping lifestyle, and sales promotion have a positive and significant effect on impulsive buying at the H&M Hartono Mall Yogyakarta Outlet.

Consumer concerns over food insecurity drive reduction in the carbon footprint of food consumption

Food security is increasingly a societal concern, also in developed economies. While originally developed through a nutritional lens, food security is also increasingly incorporating the environmental quality of diets. This study develops a Structural Equation Model to examine how consumers concerns over food insecurity – in terms of its impact on health and poverty – and environmental beliefs influence the carbon footprint of diets. Using data from a survey representative of the Italian population, this study shows that health-related food insecurity concerns increase the use of health motives when shopping for food, in turn reducing the carbon footprint of the diet. Conversely, poverty-related food insecurity concerns are associated to diets higher in carbon footprint, as they reduce health motives, and increase private shopping motives (e.g., taste, low price). Overall, the study highlights how shifts to more sustainable food systems require a better understanding of what motivate consumers to make more sustainable food choices.

The Impact of K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation, and Purchase Intention

This research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. The impact of celebrity worship factors is analyzed on data of Indonesia's K-Pop fans (n =100) using variance-based structural equation modeling and PLS-SEM process. The research results show a positive correlation between K-Pop brand ambassadors to raise brand awareness, hedonic shopping motivation towards Purchase Intention among K-Pop fans. This research contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using K-pop figures to increase purchase decisions of targeted consumers.

Pengaruh Motivasi Belanja Hedonis Terhadap Pembelian Impulsif Di E-Commerce Shopee Pada Generasi Milenial

This study aims to understand the impact of Hedonic Shopping Motivation on impulsive buying behavior among Millennial users of Shopee e-commerce. A quantitative approach was utilized in this research, with a questionnaire as the data collection tool. The sample consisted of 172 respondents who are Shopee e-commerce users. The results indicated that Hedonic Shopping Motivation has a significant influence on impulsive buying behavior among Millennial Shopee users, with a t-significance value of 0.000 < 0.05. This demonstrates a significant relationship between Hedonic Shopping Motivation and impulsive buying behavior on Shopee among Millennials. The study also found a correlation of 0.540 between the independent and dependent variables, indicating a strong relationship between these variables. The coefficient of determination shows that 29.16% of the variation in impulsive buying behavior can be explained by the Hedonic Shopping Motivation variable, while the remaining portion is due to other factors not addressed in this study. Keywords: Hedonic Shopping Motivation, Impulsive Buying

Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia

Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia

The mediating role of impulse buying on hedonic shopping motivation and life satisfaction of online shoppers in the Philippines

AbstractAs the COVID‐19 pandemic spread worldwide, limiting physical interactions, people turned to online shopping as their mode of buying necessities, and Filipinos were not an exception. However, as the lockdowns and restrictions eased, they reverted to pre‐pandemic shopping behaviours, including purchasing items on their whim and impulse. This study then aimed to investigate the role of impulse buying when it intervenes between hedonic shopping motivation and life satisfaction. A total of 388 Gold and Platinum Shopee users completed an online test battery consisting of the hedonic motivations scale, impulse buying tendency scale and satisfaction with life scale to measure the study's variables. Statistical analyses showed that the participants have higher hedonic shopping motivation, impulse buying tendency and life satisfaction than in previous literature. Similarly, the higher the participants’ hedonic shopping motivations get, an increase in impulse buying tendencies and life satisfaction also occurs. However, impulse buying did not correlate with life satisfaction, indicating that both variables move independently and do not influence each other. Mediation analysis suggested that impulse buying significantly mediates the relationship between hedonic shopping motivations and life satisfaction. When a hedonically motivated shopper commits impulse buying, their life satisfaction decreases. Limitations and recommendations were also discussed to guide future studies.

An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different?

PurposeThough online impulsive buying emerged mostly in Western cultures, it has been widely expanded as a key pattern among online customers in emerging markets. Interestingly, while few studies suggest that engaging in unplanned purchase actions (i.e. impulsive buying) is not always associated with negative emotions among customers (i.e. postpurchase cognitive dissonance), others suggest that impulsive buying is directly associated with cognitive dissonance. This paper aims to investigate and understand the key antecedents of online impulsive buying among Moroccan Gen Z consumers, and how it contributes to postpurchase dissonance. The authors also try to gain deeper insights by investigating the disparities between males and females using mutigroup analysis.Design/methodology/approachBased on data collected from 333 Moroccan Gen Zers, the hypothesized model was empirically tested using a partial least squares estimation.FindingsFirst, the results confirm that impulsive buying is positively associated with postpurchase dissonance. Second, while hedonic shopping motivation, fear of missing out and materialism were found to significantly impact online impulsive buying, price value and online reviews had no significant effect on online impulsive purchases. The importance–performance matrix also suggests that the fear of missing out is the most important factor leading to online impulsive buying, followed by hedonic shopping motivation and materialism. Finally, the results confirm that female shoppers are more likely to engage in impulsive buying behavior, and this was mainly due to higher fear of missing out, hedonic shopping motivation and materialism.Practical implicationsFirst, the study findings can help online merchants to construct well-designed online shopping platforms and effective e-marketing tactics to stimulate purchase intentions among Gen Z shoppers. Online merchants should also attempt to reduce the negative feelings associated with unplanned buying behavior by introducing additional incentives, effective consumer interactivity and flexible return policies. This would help online suppliers in retaining customers and transforming impulse purchases into more recurrent ones. Second, online retailers should take into consideration the differences between male and female consumers by appealing to the role of gender in purchase situations when marketing their products and services. Finally, the findings offer interesting implications to society by allowing online shoppers to make well-informed purchase decisions without being influenced by personal and products’ traits.Originality/valueWhile prior research assessed the investigated constructs in separate models, the study suggests an integrated framework that incorporates different determinants of online impulsive shopping as well as its impact on postpurchase cognitive dissonance. Additionally, the authors explored the moderating effect of gender to gain deeper insights with regard to the disparities between males and females while engaging in online impulsive buying. To the best of the authors’ knowledge, this study is the first of its kind to investigate the antecedents of online impulsive buying among Gen Z consumers in Arab countries and Africa.

The Impact of E-commerce Tactics Using K-Pop Idol on Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans

The use of K-Pop girlbands/boybands as endorsers is booming by Indonesian e-commerce. For this reason, this research aims to know what factors are owned by endorsers that can influence consumer purchase decisions for the products offered by e-commerces. The secondary motivation of this research is to obtain empirical data on how influential the tactics made by e-commerce using K-Pop girlband/boyband are on purchase intention. Impact of celebrity worship factors related to celebrity worship are Entertainment-Social, Intense-Personal, Borderline-Pathological. That's all under the moderating effect of risk was estimated from the perceptions of Indonesia's K-Pop Fans (n =100) using variance-based structural equation modeling and PLS-SEM process. There is a positive correlation between K-Pop Brand Ambassador to raise Brand Awareness, Hedonic Shopping Motivation towards Purchase Intention among K-Pop Fans. Limitation to get a number of respondents with a high purchase power. Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using celebrity endorsers to increase purchase decisions of targeted consumers.

인터넷 패션쇼핑몰 쇼핑동기와 점포속성이 만족 및 구매의도와 전환의도에 미치는 영향

This study investigated the effect of shopping motivation and store attributes on satisfaction, purchase intention, and switching intention of internet fashion shopping malls. A questionnaire was conducted on 300 from November 13 to December 11, 2022, to achieve the purpose of this study. The final data were analyzed by frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, Scheffe test, and regression analysis using SPSS WIN 22.0 program. The results were as follows. First, it was found that shopping motivation was classified into two factors convenience economy and hedonism. Second, it was found that store attributes were classified into four factors wide selection of product and diversity, safety and layout consistency, information benefits and ordering convenience, and reliability. Third, there were significant differences in shopping motivation, store attributes, satisfaction, purchase intention, and switching intention by major and purchase frequency. Fourth, as a result of analyzing shopping motivation as an independent variable and satisfaction as a dependent variable to examine the effect of shopping motivation on satisfaction, the factors of shopping motivation that could affect the satisfaction showed differently. Fifth, as a result of analyzing store attributes as an independent variable and satisfaction as a dependent variable to examine the effect of store attributes on satisfaction, the factors of store attributes that could affect the satisfaction of showed differently. Sixth, as a result of analyzing satisfaction as an independent variable and purchase intention as a dependent variable to examine the effect of satisfaction on purchase intention, all satisfaction had a positive effect on purchase intention. as a result of analyzing satisfaction as an independent variable and switching intention as a dependent variable to examine the effect of satisfaction on switching intention, satisfaction had a different effect on switching intention. Thus, it was found that shopping motivation and store attributes were influential variables in establishing a successful marketing strategy for an internet fashion shopping mall.

The Effect of Hedonic Shopping Motivation and Shopping Lifestyle on Impulsive Buying

This study was conducted with the aim of knowing the effect between hedonic shopping motivation and shopping lifestyle on impulsive buying of Tokopedia consumers. The method used in this research is quantitative, which is a study that aims to explain an empirical phenomenon accompanied by statistical data, characteristics and relationships between variables using techniques data collection using questionnaires. Data collection in this study was carried out by distributing questionnaires using a Likert scale. The sample in this study was the International Women University Bandung students who are Tokopedia consumers. The data analysis technique in this study is multiple linear regression with SPSS tools to determine the effect simultaneously and partially. The results of this study are hedonic shopping motivation and shopping lifestyle have a positive and significant effect on impulsive buying simultaneously. Partially, hedonic shopping motivation variables have a positive and significant effect on impulsive buying, while shopping lifestyle partially has no positive and significant effect on impulsive buying. The impact of this study is to provide an overview of how impulsive buying can occur due to hedonic shopping motivation and shopping lifestyle.

The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers

The Effect of Price Discount and Promotion on Impulse Buying Through Hedonic Shopping Motivation as An Intervening Variable on Shopee Consumers