What Driving Someone to Be an Impulse Buyer? Examining the Consumption Behavior of Indonesian Consumer

Bayu Wiratama, Wahyono, Ida Maftukhah, Angga Pandu Wijaya

2019

Abstract

Online shopping is currently a trend in Indonesia. One of buyer’s motivations to shop online is hedonic motivation. Previous researches show that mobile commerce will tend to escalate consumers’ impulse buying behavior. However, there are limited researches which focus on factors to play a role in consumers’ impulse buying in mobile commerce. This research aims at examining the influence of hedonic motivation on impulse buying. Theoretically, this research examines hedonic motivation and browsing as the two main predictors to influence consumers’ impulse buying in mobile commerce. This research takes buyers of online store Blibli.com as its respondents. The research results show that hedonic motivation directly, positively influences consumers’ desire to buy impulsively, while hedonic motivation indirectly influences consumers’ desire to buy impulsively through browsing.

Paper Citation

in Harvard Style

Wiratama B., Wahyono., Maftukhah I. and Wijaya A. (2019). What Driving Someone to Be an Impulse Buyer? Examining the Consumption Behavior of Indonesian Consumer. In Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC, ISBN 978-989-758-498-5, pages 274-283. DOI: 10.5220/0009202502740283

in Bibtex Style

@conference{ebic19,
author={Bayu Wiratama and Wahyono and Ida Maftukhah and Angga Pandu Wijaya},
title={What Driving Someone to Be an Impulse Buyer? Examining the Consumption Behavior of Indonesian Consumer},
booktitle={Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,},
year={2019},
pages={274-283},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009202502740283},
isbn={978-989-758-498-5},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd Economics and Business International Conference - Volume 1: EBIC,
TI - What Driving Someone to Be an Impulse Buyer? Examining the Consumption Behavior of Indonesian Consumer
SN - 978-989-758-498-5
AU - Wiratama B.
AU - Wahyono.
AU - Maftukhah I.
AU - Wijaya A.
PY - 2019
SP - 274
EP - 283
DO - 10.5220/0009202502740283