Investigating the Impulse Buying of Young Online Shoppers
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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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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