The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce

Mariyana Mariyana; Djawoto Djawoto; Suhermin Suhermin

doi:10.24123/jmb.v22i2.691

The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce

Mariyana Mariyana^(1*), Djawoto Djawoto⁽²⁾, Suhermin Suhermin⁽³⁾,

(1) Surabaya Schools of Economics Indonesia (STIESIA)
(2) Surabaya Schools of Economics Indonesia (STIESIA)
(3) Surabaya Schools of Economics Indonesia (STIESIA)
(*) Corresponding Author

Abstract

Therefore, this study aimed to examine and analyze the effect of hedonic shopping motivation, and shopping lifestyle, either directly or indirectly through impulse buying in Shopee e-commerce. The data collection technique used purposive sampling. In line with that, there were 95 respondents as the sample. Moreover, the study was descriptive-quantitative with descriptive analysis and statistic inferential, i.e. using SmartPLS 4.0 with bootstrapping test. In addition, both hedonic shopping motivation and shopping lifestyle had a significant effect on positive emotion. However, hedonic shopping, as well as a shopping lifestyle, had an insignificant effect on impulse buying. Likewise, positive emotion proved to mediate both hedonic shopping motivation and shopping lifestyle on impulse buying (full mediation). In other words, positive emotion could improve or determine consumers to have impulse buying in Shopee e-commerce.

Keywords

hedonic shopping motivation; shopping lifestyle; positive emotion; impulse buying

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DOI: https://doi.org/10.24123/jmb.v22i2.691

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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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