![]() The samples are 100 consumers who have shopped at the top four online stores in Indonesia (Lazada, Blibli, Tokopedia, Elevenia) and analyzed using path analysis. The quantitative research is used in this study with descriptive analysis methods. Visual appeal, perceived enjoyment and purchase intention are the exogenous variables. This article analyzes the online impulsive purchases. Thus, the hedonic value of consumer in buying product in Plazaz Asia was affected partially and simultaniously by servicescape and reference group. The result indicated that the determinant factors of hedonic value included servicescape and reference group were affected it signicifantly and had implication on impulse buying. The analysis was including normality testing, goodness of fit analysis. This analysis technique was many advantages, were analyzing not only the latent variables but also its observed variables. Then, the data was analyzed directly and indirectly using the Structural Equation Modeling (SEM) technique. The sample size was counted by 15 times of the number of observed variables. The sample size was 300 visitors of Plaza Asia Tasikmalaya. The literature studies also applied to enrich the explanation of the variables analyzed. This sampling technique is a type of no-probability sampling method which the sample method is taken from a group of people easy to contact or reach. The data collected was by fulfiling questionnaire by respondent with convenience sampling technique. This study was quantitative research, a statistical datas based, with survey method approach. This study objectives were to know whether the servicescape and reference group could be determinant factors of hedonic value and impulsive buying activity in Plaza Asia Tasikmalaya. That is a hedonic value which is customer circumstances encouraging buying decision. In the other hand, customer got pleasant experiences after purchasing that product spontaneously. ![]() The impulsive buying as the purchasing activity, in contrast, was based on the emotional encouragement. With a better understanding of these results, managers operating electronic businesses can use certain approaches to increase customers’ extrinsic motivation and enhance their experiential values to promote their continuance intention to purchase goods on a particular day, for example, by creating more shopping festivals.Ĭonsumer decision in purchasing product generally depend on his/her needs. Moreover, continuance intention to purchase can be positively predicted by hedonic value and social value. The results of the study show that purchase amotivation is not significantly related to, but extrinsic purchasing motivation is positively related to hedonic value and social value. A total of 399 validated data were collected and then confirmatory factor analysis with structural equation model was conducted. This study focused on people who live in China who shopped during the China Double 11 Carnival Shopping Festival in 2018. To understand this phenomenon, this study adapted self-determination theory to explore customers’ motivation and perceived values with respect to Double 11. In online shopping, the Double 11 shopping festival (hereafter Double 11) organized by China’s Alibaba has set records and has continued to grow rapidly for the last 10 years. The findings of this study add to the body of knowledge by broadening our knowledge of how impulsive buying behaviour manifests in social commerce, especially in the setting of South Africa.Īs well as bringing convenience to consumers, online shopping also represents an enormous business opportunity. The study found out that consumers’ urge to buy impulsively is influenced by hedonic value, and impulsive buying behaviour is influenced by urge to buy impulsively. The structural relationships in the proposed research model were tested using partial least squares structural equation modeling. A quantitative method and a survey design were employed, and 297 responses were collected from South African consumers. As a result, the aim of this study is to identify and model elements that are important in understanding impulsive buying in social commerce. While impulsive buying behaviour has been extensively studied, not much research has been conducted on how it manifests in the context of social commerce in South Africa. This type of buying behaviour also hinders consumers’ ability to save, which may affect individuals’ financial position. Impulsive buying behaviour can disrupt consumers’ financial stability and can have negative emotional effects on them. However, these unplanned purchase decisions are problematic for consumers. Impulsive buying behaviour has both positive and negative outcomes, in the sense that retailers usually exploit consumers’ impulsiveness to increase their profits. Impulsive buying has been an area of interest in the marketing discipline for years.
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