Bewaard in:
| Hoofdauteurs: | , , , |
|---|---|
| Formaat: | Recurso digital |
| Taal: | Indonesisch |
| Gepubliceerd in: |
Zenodo
2025
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| Onderwerpen: | |
| Online toegang: | https://doi.org/10.5281/zenodo.15260412 |
| Tags: |
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Inhoudsopgave:
- <p><span>In the digital era, rapid technological growth has reshaped consumer lifestyles, especially in online shopping behavior. Shopee, one of Indonesia’s largest e-commerce plat- forms, provides a relevant context to examine how emotional and lifestyle-driven factors influ- ence<span> </span>impulsive<span> </span>purchases.<span> </span>This<span> </span>study<span> </span>investigates<span> </span>the<span> </span>effects<span> </span>of<span> </span>hedonic<span> </span>shopping<span> </span>motivation<span> </span>and shopping<span> </span>lifestyle<span> </span>on<span> </span>impulse<span> </span>buying<span> </span>among<span> </span>Shopee<span> </span>users.<span> </span>Using<span> </span>a<span> </span>quantitative<span> </span>design,<span> </span>data<span> </span>were collected from 138 active users aged 16 to 25. The analysis, conducted using Partial Least Squares<span> </span>Structural<span> </span>Equation<span> </span>Modeling<span> </span>(PLS-SEM),<span> </span>reveals<span> </span>that<span> </span>hedonic<span> </span>motivation<span> </span>significantly drives impulse buying, shopping lifestyle also significantly influences impulse buying, and he- donic<span> </span>motivation<span> </span>positively<span> </span>affects<span> </span>shopping<span> </span>lifestyle.<span> </span>Prior<span> </span>studies<span> </span>on<span> </span>hedonic<span> </span>consumption<span> </span>and impulse buying have been predominantly conducted in developed countries, leaving a gap in understanding how these behaviors manifest in emerging markets like Indonesia. This study ad- dresses that gap by focusing on Indonesian consumers within Shopee’s ecosystem—a platform with region-specific features that amplify impulsive tendencies. It also applies an established behavioral model in a culturally distinct and underexplored context, offering both theoretical contribution and practical insights for digital marketing strategies.</span></p>