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Investigating the Impulse Buying of Young Online Shoppers

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In Indonesia, shopping online is a trend involving young shoppers. This study is aimed to examine the impact of discount, hedonic consumption, positive emotion, and visual merchandising towards online impulse buying. Discount and visual merchandising are considered as input or stimulus for the customers whereas hedonic consumption and positive emotion are to represent process or organism. In total there were seen hypotheses to be tested. An online instrument was attached on an e-commerce website where participants who were repeater buyers self-selected filling in the instrument. In total there were 322 participants completed it. This study found that discount, hedonic consumption, and positive emotion had a direct positive and significant impact on impulse buying. This study offers an alternative model showing similar findings.
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Keywords: Discount; Hedonic Consumption; Impulse Buying; Positive Emotion; Shopping Online; Structural Equation Model; Visual Merchandising

Document Type: Research Article

Affiliations: 1: Faculty of Economics, Universitas Negeri Jakarta, Jakarta 13220, Indonesia 2: London School of Public Relations, Jakarta 10220, Indonesia

Publication date: 01 January 2017

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  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
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