What Driving Someone to Be an Impulse Buyer? Examining the

Consumption Behavior of Indonesian Consumer

Bayu Wiratama, Wahyono, Ida Maftukhah, and Angga Pandu Wijaya

Department of Management, Faculty of Economics, Universitas Negeri Semarang

Keywords: Hedonic Motivation, Browsing, Impulse Buying.

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.

1 INTRODUCTION

Technology advancement and information flow make

the Indonesians more open to global knowledge. The

rapid growth of internet network indirectly brings

new phenomena or new lifestyles to people who like

to use internet facilities. Digital and internet

technology development has significantly influenced

the Indonesians, making internet something

inseparable from their life. One business or trade

which utilizes internet facility as media is e-

commerce. Trust is an important determinant for

consumers in using e-commerce (Hillman &

Neustaedter, 2017). One form of e-commerce is

online store which brings new phenomena or new

lifestyles to the society with online shopping. The

society prefers spending their time to shop online to

directly visiting shops to buy their desired goods.

With the rapid development of wireless

technology and high penetration of cellular device

utilization, mobile commerce is one of the most

popular channels for shopping (Wu & Wang, 2005).

Asosiasi Penyelenggara Jasa Internet Indonesia

(APJII)

has released data in December 2017 showing

that mobile commerce has contributed 46% to e-

commerce sales in the year. The dynamic

development of cellular application and technology in

mobile commerce requires marketers to understand

consumers’ behavioral pattern deeper in marketing

their products online. In comparison with other e-

commerce, mobile commerce provides services with

interesting abilities such as convenience of viewing

product location, clarity of product description and

delivery supported by cellular device

(Kourouthanassis & Giaglis, 2012). Previous

researches have reviewed some researches of mobile

commerce such as easiness level of technology

adoption (Liebana-Cabanillas, Marinković, &

Kalinić, 2017), consumer trust level in m-commerce

(Lin, Wang, Wang, & Lu, 2014) and post-purchase

experience (Tojib & Tsarenko, 2012). The research

conducted by Pousttchi, Tilson, Lyytinen, &

Hufenbach (2015) shows that there are some gaps of

research which continuously develop, since mobile

commerce is highly dynamic. The research is

confirmed by Lee et al. (2014), stating that m-

commerce will escalate impulse buying because of its

characteristics, such as high interactivity and

convenience.

The National Online Shopping Day (Harbolnas)

is an annual activity held together by e-commerce

stores in Indonesia every the twelfth day of December

with support of a number of partners, such as

telecommunication, bank, logistic and media

industries players. Harbolnas is held in 2012 for the

first time under initiative of Lazada Indonesia, Zalora,

Blanja, PinkEmma, Berrybenka, and Bukalapak and

274

Wiratama, B., Wahyono, ., Maftukhah, I. and Wijaya, A.

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

DOI: 10.5220/0009202502740283

In Proceedings of the 2nd Economics and Business International Conference (EBIC 2019) - Economics and Business in Industrial Revolution 4.0, pages 274-283

ISBN: 978-989-758-498-5

is currently the seventh year, by involving more than

250 e-commerce stores. The value of transactions in

2018 Harbolnas is up to Rp 6.8 trillion, increasing

45% from that in previous year. The majority of

consumers shop using mobile commerce in their

participation in Harbolnas, as may be viewed in 2018

showing that mobile commerce contributes 70% to e-

commerce sales. The high penetration of mobile

commerce in Harbolnas makes it an appropriate

context to explore consumers’ impulsive buying in

mobile commerce.

Fashion is one of the favorite products sold

through online platform. The research conducted by

Ladhari, Gonthier, & Lajante (2019) shows that

young consumers, particularly ladies, like clothing

products sold online. Consumers who are motivated

to have appearance pursuant to the latest trends take

it important for their lifestyle, particularly for women.

Through fashion, a person may show his/her social

status to others, in line with the research conducted

by Alalwan, Dwivedi, Rana, Lal, & Williams (2015)

that hedonic motivation is a strong predictor of

buying intention. The existence mobile commerce

considerably facilitates consumers with hedonic

shopping style, which is shopping for special pleasure

regardless of the benefit of a product bought.

Consumers shop because they are motivated by

hedonic desire or economic reason, such as pleasure,

fantasy and social or emotional pleasure. Consumers

who feel they find unique product according to their

personal perception tend to buy (Whitley, Trudel, &

Kurt, 2018). Consumers tend not to regret that they

buy hedonic product in their leisure time, so that

mobile commerce highly supports buying other than

basic needs (Chiou & Ting, 2011). When a consumer

has hedonic motivation, products he/she buys without

a plan is called impulse buying. Yim, Yoo, Sauer, &

Seo (2014) confirm the argument by proving that

consumers’ hedonic motivation influences impulsive

buying behavior. Impulse buying phase starts when a

consumer is searching for information online or

browsing. Consumers who like shopping have higher

tendency to search for information of certain product.

Based on information obtained, a desire to possess

such product will arise and lead to buying decision.

Hedonic consumers tend to search for information

with which they may feel pleasure in checking visual

elements in online store. Younger or adolescent

consumers tend to have higher impulse buying

behavior than older consumers. Based on the

explained phenomena, the researcher is interested to

investigate the influence of consumers’ hedonic

motivation on impulse buying with online store

during Harbolnas moment with browsing as variable

correlation mediator.

2 LITERATURE REVIEW

2.1 Impulse Buying

Research related to impulse buying is started by Stern

(1962) who defines impulse buying as a deviant

buying from normal buying pattern. Stern (1962)

classifies four types of impulse buying, namely pure

impulse buying, reminder impulse buying, suggestion

impulse buying and planned impulse buying. Pure

impulse buying means a deviant buying from normal

buying pattern, which may be stated as novelty/

escape buying. Reminder impulse buying occurs when

a person remembers his/her previous experience with

a product when he/she sees it, when a consumer sees

such product and is spontaneously aware that there is

no stock of product so that buying occurs. Suggestion

impulse buying occurs when a consumer has no

previous sufficient knowledge of a new product, and

consumer sees such product for the first time and

visualizes a necessity to buy such item. Planned

impulse buying occurs when a buyer buys something

that he/she does not plan to buy but takes advantage of

product promotion. The four types of impulse buying

make the same conclusion that all of the purchases are

non-intentional. Researches on impulse buying

continuously develop, until Piron (1991) defines it as

unplanned buying resulted from exposure to stimulus

and decision at the moment. Impulse buying behaviors

are often resulted from particular stimulus during

shopping process (Floh & Madlberger, 2013).

Meanwhile, during impulse buying process, consumer

feels or pays attention to stimulus, assimilates it and

reacts (Huang, 2016a, 2016b)

2.2 Correlation between Variables

2.2.1 Hedonic Motives and Impulse Buying

Hedonism emphasizes basic philosophy of enjoying

life and avoiding sadness (Murray, 1964). Hirschman

and Holbrook (1982) describe hedonic shopping as

fantasy and various types of emotional experience

derived from buying product. Consumer may have

fantasy about having a product (Baumeister et.al.,

1994). Consumer may experience emotional stimulus

after hedonic shopping experience. In this view,

hedonic buying consists of emotions such as

cheerfulness, jealousy, fear, passion and pleasure.

Emotion is a phenomenon related to motive

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

275

(Hirschman and Holbrook, 1982). Moreover,

Hirshman and Holbrook (1982) state that emotional

passion may become consumer’s base of motive in

some product categories such as book, game, food,

sport activities and clothing and lead to hedonic

buying. Since hedonic buyers have different motives,

such consumer is asserted to satisfy various

expectations (Arnold and Reynolds, 2003). Babin,

Darden and Griffin (1994) state that buying has more

meaning than only to possess such product. For

success, retailers focus on buying pleasure since

consumer’s hedonic experience is important for

competitive advantage. Although retailers attempt to

distinguish themselves from pleasure, there is

academically limited study which investigates

consumer’s buying activities because of hedonic

motive and reason (Arnold and Reynolds, 2003).

In line with the concept of hedonic motives,

Tauber (1972) does not consider shopping as only to

buy. Whether or not their shopping perspective is

only to buy, consumers should go shopping just like

they need the product. On the contrary, consumers go

shopping since they want to spend time with friends,

follow trend and new discount, require passion and

sense satisfaction, and get involved in physical

activities for personal and social motives. Arnold and

Reynolds (2003) state that hedonic motive is similar

to utilitarian motive, aiming at making shopping an

activity to settle a duty. Consumer’s motivation and

emotion are a strong predictor in encouraging to

perform impulsive buying (Akram et al., 2017).

Impulse buying frequently occurs now in traditional

retail, so that it is interesting to discuss research on

behavior in online media.

Lo, Lin, & Hsu (2016) find that individual’s

motivation plays an important role in impulse buying

behavior. On the contrary, hedonic motives’ mission

is to make consumers have fun, fantasize and get

passionate (Arnold and Reynolds, 2003). The

literatures (Piron, 1991; Rook, 1987; Hausman, 2000)

confirm that impulse buying satisfies many hedonic

desires. Moreover, Ramanathan and Menon (2006)

confirm that the reason behind impulse buying is

hedonic satisfaction. Herabadi et al., (2009) find

significant relationship between hedonic motives and

impulse buying. Arnold and Reynolds (2003)

emphasize the importance of hedonic motives in case

of impulse buying and state that there must be

research focusing on relationship between types and

intensity of hedonic motives and impulse buying. In

this view, there is conceptual study supporting

relationship between hedonic motives and impulse

buying (Peck and Childers, 2006). Therefore, Bloch

and Richins (1983) state that impulse buying is not

only for promotional activities in store. The

researches conducted by (Cobb and Hoyer, 1986;

Hausman, 2000; Rook, 1987; Rook and Fisher, 1995;

Thompson, Locander and Pollio, 1990; Ramanathan

and Menon, 2006) acknowledge the influence of

hedonic motives on impulse buying. Hedonic

motives’ shopping behavior related to shopping

experience quality is correlated with buying intention

(Wakefield and Baker, 1998).

Arnold and Reynolds (2003) state that hedonic

motives are related to experience in store and

customer satisfaction. Consumer’s impulsive buying

tendency is caused by vulnerable emotion, so that

such irrational buying serve to be a form of self-

satisfaction (Darrat, Darrat, & Amyx, 2016). The

SOR (Stimulus-Organism-Response) framework of

reference plays an important role in impulse buying

(Chan, Cheung, & Lee, 2017). Huang (2016)

confirms that SOR plays an important role in impulse

buying behavior, since buying is easily influenced by

stimulus and encouragement from oneself, such as

motivation. Impulse buying is included in a behavior

which does not need careful consideration, since

psychological urge causes instant decision making

(Sharma, Sivakumaran, & Marshall, 2010). Based on

the description above, the first hypothesis is:

: hedonic motives influences impulse buying

2.2.2 Hedonic Motives and Browsing

Many consumers just go shopping without any

buying intention since they want to escape from their

house or office (Berman and Evans, 2007). In this

case, Bloch et al., (1989) report that even if shopping

is deemed as only to buy product, it may be described

as buying, collecting information and pleasure.

Therefore, besides buying, consumers go shopping to

spend time by searching for and find information of

product and its price (Bloch et al., 1989). Therefore,

browsing is consumer’s checking of front view

(Jarboe and Mc Daniel, 1987) and product (Bloch and

Richins, 1983; Bloch et al., 1989) without buying

intention but only for pleasure and or collecting

information (Bloch and Richins, 1983; Bloch et al.,

1989). Moe (2003) emphasizes that consumer may,

without buying intention, perform "hedonic

browsing" motivated by their hedonic motive and

shopping experience, considering that hedonic

browsing is experimental and mostly results in

impulse buying (Moe, 2003). Bloch and Richins

(1983) state that consumer who browses has more

knowledge in product categories than non-buyer. In

addition, it is to improve their knowledge of product

and their curiosity motive that make them satisfied

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with product browsing (Moe, 2003). Browsing

contributes to self-price (Bloch and Richins, 1983). In

addition, browser may attract peers and may become

trend setter (Jarboe and McDaniel, 1987).

Beatty and Ferrell (1998) state that individual

and situational factors influence browsing. The

studies (Jarboe and McDaniel, 1987; Bloch et al.,

1989; Cox et al., 2005) emphasize the effect of

hedonic motives on browsing (Arnold and Reynolds,

2003). One reason of browsing is to satisfy pleasure

motive (Bloch et al., 1986). Consumer shops with

hedonic motives like browsing (Chebat, Gélinas-

Chebat, and Therrien, 2005) and happily checks

visual elements in online store (Cox et al., 2005). The

same for this view, Kim and Kim (2008) add that

consumers who like to shop instead of they who do

not, have higher browsing tendency. Many motives

such as differentiation, stimulation and social

interaction (Tauber, 1972) are related to shopping

concept without planned buying such as for pleasure

and shopping to collect information (Bloch and

Richins, 1983).

Consumer who considers shopping as pleasure is

deemed as consumer who allocates more time to shop

and search for information (Bellenger and

Kargoankar, 1980; Bloch and Richins, 1983). This

perspective reveals that browsing is important for

retailer (Bloch et al., 1989). With regard to increasing

time spent by consumer with retailer, their amount

and possibility of spending will also increase

(Donovan et al., 1994; Wakefield and Baker, 1998).

In other words, consumer may, without plan to buy,

spend time with store to search for products, so that

the consumer may perform impulse buying (Bloch et

al., 1989). In addition, Hirschman (1980) reports that

some buying activities may be useful and some other

activities may be derived from hedonic motives.

Although Bloch et al., (1986) confirm that in daily

life, consumers with both motives are related; but the

research finds that hedonic motives influence

browsing more. A person with hedonic motivation is

very sensitive to browsing which has implication for

impulse buying (Park, Kim, Funches, & Foxx, 2012),

which means that when searching through browsing,

consumer is easily interested in goods because of

exposure to stimulus. Based on the explanation, the

second hypothesis is:

: hedonic motives influences browsing

2.2.3 Browsing and Impulse Buying

A modern transportation system formation will

increase the amount of leisure time for consumers and

result in consumers’ increased mobility (Tauber,

1972). For this reason, consumers prefer shopping in

their leisure time. Consumers’ way to access

information in online environment is to browse in

websites, which is the first phase of searching for

information and making decision (Rowley, 2002).

Browsing is something important, a process for

consumers to obtain information they need or

recreation in online stores. More specifically, Park et

al. (2012) explore the effect of browsing on

consumers’ impulse buying behavior. Bloch and

Richins (1983) define browsing as checking

merchandise in store to search for information and or

recreational purpose without direct buying intention

and divide it into two, namely recreational and search

activities, of which example includes searching in

stores to collect information or lounging.

The time consumers allocate for browsing and the

amount of buying they make are positively related

(Iyer, 1989). Moreover, the time spent for browsing

will increase the exposure rate. When browsing

intensity increases, the stimulation to get exposed to

product may increase and consumers may feel how

they need such product (Jarboe and McDaniel, 1987).

In line with this view, browsing occurs as the result

of stimulus exposure instead of the result of buying

motive (Moe, 2003). Bellenger et al., (1978) report

that browsing may become the reason of unplanned

instant buying behavior. In addition, Rook (1987)

identifies that after consumers browse, they feel

sudden and strong encouragement to buy. Informative

web with attractive display makes stimulus for

consumers to buy impulsively (Rezaei, Ali, Amin, &

Jayashree, 2016). The research conducted by

Verhagen & Van Dolen (2011) shows that online

store with interesting display and communication

application provider, which will be easily understood

by consumers, significantly influences impulse

buying tendency.

In line with this finding, Park and Lennon (2006)

state that consumers may perform impulse buying

after browsing in shopping center or via store.

Interaction occurring in internet encourages

consumers to perform impulse buying, because of

stimulus which has them attracted (Xiang, Zheng,

Lee, & Zhao, 2016). According to Bloch et al.,

(1989), consumers without buying intention may

enter a store and perform impulse buying (Jarboe and

McDaniel, 1987; Bloch et al., 1989; Beatty and

Ferrell, 1998), while browsing when they find

promotional information in the store and of new

product (Bloch et al., 1989). Therefore, consumers’

browsing behavior in store or consumers’ window-

shopping may influence impulse buying. Consumers’

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

277

browsing will influence consumers in performing

impulse buying (Zheng, Men, Yang, & Gong, 2019).

Based on the explanation above, the third hypothesis

is:

: browsing influences impulse buying

The researcher concludes that in mobile

commerce, the definition of hedonic motives is

similar to that of browsing, which is to obtain

information and for recreation. Therefore, in this

research follow the study conducted by Park et al.

(2012) and see hedonic motives and browsing as sign

motivation, which influences impulse buying

behavior. In literature, browsing serves to be mediator

between many variables (such as shopping pleasure

and buying desire) (Beatty and Ferrell, 1998). In this

research, browsing mediating role may be formulated

as hypothesis based on theoretical background in

formation of H1, H2, and H3 (Baron and Kenny,

1986). Based on the analysis above, the fourth

hypothesis is:

: Browsing is mediator between hedonic motives

and impulse buying

3 RESEARCH METHOD

This research employs descriptive method and

quantitative approach. There are three variables used

in this research, namely hedonic motivation,

browsing, and impulse buying. This research is

conducted to analyze and test the influence of hedonic

motivation on impulse buying through browsing as

mediator. The population number might not certainty

identified, therefore the determination of samples

using the Bernoulli formula (Zikmund et al., 2010). If

it is difficult to define population proportion, then the

p = q = 0.5 approach is used. In this study the

confidence interval used was 95% or α = 0.05 so that

Zα = 1.96 and an acceptable estimate was 10%, so

that a sample of 97 respondents could be obtained,

consisting of 45 men and 52 women. This research

was conducted in the Semarang using purposive

sampling. The use of purposive sampling is

appropriate because the number of Blibli consumers

could not certainty identified, hence respondent could

be selected through a screening question in the

research questionnaire. This technique is chosen since

it is the best way to obtain information relevantly.

This research takes one mobile commerce store used

by many consumers to buy fashion products,

Blibli.com. Questionnaire is used in this research,

with the respondents are confirmed first to have ever

bought via mobile commerce, so that appropriate

respondents are to fill the questionnaire. The path

analysis is employed to analyze the pattern of

relationship between variables, aiming at examining

direct and indirect influence of independent variable

on dependent variable. Influence or causality model

is employed in this research and regression analysis

is employed for technical analysis using SPSS 21.

4 RESULT

4.1 Regression Test Result

The research results show that the normality,

heteroscedasticity and linearity tests have complied

with the requirements, so that they may be followed

with regression test. The test result is obtained

through two-phase regression analysis, constituting

regression between hedonic motives on browsing and

regression between hedonic motives and browsing on

impulse buying. There are two structural similarities

explained in the following sub-structural equation:

Sub-structural equation 1

browsing = β

* hedonic motives + ϵ

Sub-structural equation 2

impulse buying = β

* hedonic motives + β

browsing + ϵ

The results of the regression analysis in Table 1

show that the results of the goodness of fit test shown

in Table 1 of the Anova F test show the significance

of F count 0,000, so that these results indicate that this

model is fit as interpretation of the research.

Meanwhile, coefficient table also shows that with a

beta value on the standardized coefficient of 0.621,

and with a calculated T value of 7.731 and a p-

value/sig. 0,000. So hedonic motives positively and

significantly affect browsing.

Table 1. Sub-structural Test Results 1

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Table 2 shows that the coefficient of determination

, which shows the value of 0.386, means that 38%

of browsing is influenced by hedonic motives.

Table 2. R

Structural Testing Results 1

The result of regression analysis in Table 3, value

anova result shows F count significant of 0.000, so

that the test result shows that this model is fit to

comply with the principle.

Table 3. Sub-structural Test Results 2

The coefficient table also shows that the beta

value on the standardized coefficient in the hedonic

motives column is 0.325 and with a calculated T

value of 5.522 and p-value/sig. equal to 0,000 which

means that hedonic motives positively and

significantly affect impulse buying. While the

coefficient table also shows that the beta value of the

standardized coefficient in the browsing column is

0.656 and the calculated T value is 11.138 and the p-

value/sig. 0,000. So browsing positively and

significantly influences impulse buying.

Table 4. Results of R

Structural Testing 2

Based on the results of the regression analysis

shown in Table 4 shows that the results of the

goodness of fit test of the coefficient of determination

, which shows the value of 0.800 which means the

impulsive purchase is influenced by browsing and

hedonic motives.

Figure 1. Correlation between Variables

The direct influence of hedonic motives on

impulse buying is 0.325, while the indirect influence

of hedonic motives through browsing on impulse

buying is 0.621 x 0.656 = 0.407376. The direct

influence is higher than the indirect influence.

The test of hypothesis 1 shows that hedonic

motives influence impulse buying empirically with a

coefficient of 0.325, t count value of 5.522 and p-

value / sig. value of 0.000. The result of t count is

above cut value with degree of freedom (n-k; 97-2 =

95) of 1.98, and its sig./p-value value is below cut

value of 0.05, with p-value of 0.000. From the values

above, researchers conclude that hypothesis 1 which

shows that H

: hedonic motives influence impulse

buying is empirically accepted.

The test of hypothesis 2 shows that hedonic

motives influence browsing empirically with a

coefficient of 0.621, t count value of 7.731 and p-

value / sig. value of 0.000. The result of t count is

above cut value with degree of freedom (n-k; 97-2 =

95) of 1.98, and its sig./p-value value is below cut

value of 0.05, with p-value of 0.000. From the values

above, researchers may conclude that hypothesis 1

which shows that H

: hedonic motives influence

browsing is empirically accepted.

The test of hypothesis 3 shows that browsing

influences impulse buying empirically with a

coefficient of 0.656, t count value of 11.138 and p-

value / sig. value of 0.000. The result of t count is

above cut value with degree of freedom (n-k; 97-2 =

95) of 1.98, and its sig./p-value value is below cut

value of 0.05, with p-value of 0.000. From the values

above, researchers conclude that hypothesis 3 which

shows that H

: browsing influences impulse buying is

empirically accepted.

The test of hypothesis 4 shows that browsing is

the mediator between hedonic motives and impulse

buying based on Sobel test empirically with t count

value of 7.427178025 and p-value / sig. value of

0.000. The result of t count is above cut value with

degree of freedom (n-k; 97-2 = 95) of 1.98, and its

sig./p-value value is below cut value of 0.05, with p-

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

279

value of 0.000. From the values above, researchers

may conclude that hypothesis 1 which shows that H

browsing is the mediator between hedonic motives

and impulse buying is empirically accepted with

partial mediation category.

4.2 Discussion

The result of hypothesis 1 which shows that hedonic

motives influence impulse buying is empirically

acceptable. This shows that the higher a person’s

hedonic motives, the higher the impulse buying is.

This may explain in detail that hedonic motives

activity like shopping may relieve stress, relieve

negative mood, incite happy feeling, encourage spirit,

give an adventure effect, make one feel like exploring

new world, make one forget about problems faced

and is empirically proven to improve impulse buying

activities like spontaneous buying without shopping

plan, buying because of emotional urge, buying while

disregarding consequence which may arise, quick

product buying, buying with promotion offer, buying

other product while the product you desire is out of

stock, desirous of buying other item than the main

buying target, desirous of buying item unrelated to

shopping objective, tendency to buy other items than

shopping target.

The result reveal that in hedonism, enjoying life

and avoid sadness, fantasy and various types of

emotional experience derived from buying a product

encourage emotional stimulus after hedonic buying

experience. In such view, hedonic buying consists of

emotions such as cheerfulness, jealousy, fear, passion

and pleasure (Murray, 1964; Hirschman and

Holbrook, 1982; Baumeister et.al.,1994). Consumer

which experiences emotional stimulus after hedonic

buying experience has emotional process such as

cheerfulness, jealousy, fear, passion and pleasure so,

that emotional passion may become consumer’s base

of motive in some product categories such as book,

game, food, sports and clothing which lead to hedonic

buying (Hirschman and Holbrook, 1982).

This research conforms to research conducted by

Darrat et al., (2016) that hedonic motivation serves an

important role in impulsive buying decision.

Moreover, the researches conducted by (Herabadi et

al., 2009; Arnold and Reynolds, 2003; Peck and

Childers, 2006 Bloch and Richins, 1983; Arnold and

Reynolds, 2003) find a significant correlation

between hedonic motives and impulse buying,

emphasizing the importance of hedonic motives in

impulse buying. The researches show relationship

between type and intensity of hedonic motives and

impulse buying, which is related to experience in

store and customer satisfaction. Consequently,

consumer who goes shopping with hedonic motives

is likely to buy product without prior intention.

The result of hypothesis 2 which shows that

hedonic motives influence browsing is empirically

supported. This shows that the higher a person’s

hedonic motives, the more the browsing with mobile

commerce are. This may explain in detail that hedonic

motives activity like shopping may relieve stress,

relieve negative mood, incite happy feeling,

encourage spirit, give an adventure effect, make one

feel like exploring new world, make one forget about

problems faced and is empirically proven to improve

the impact of browsing such as forgetting problems

and feeling relaxed, killing time or during having a

rest, view products online for pleasure, and get full of

spirit, such as playing game.

Such finding indicates that averagely, blibli.com

consumers shop in the application casually

unintentionally. This research conforms to the finding

of Bloch et al., (1989) which shows that even if

shopping may be deemed only to buy product, it may

be described as buying, collecting information, and

pleasure. This is also explained in the findings (Jarboe

and Mc Daniel, 1987; Bloch and Richins, 1983;

Bloch et al., 1989; Moe (2003) which show that

browsing is consumer’s checking of front view of

product without support of strong intention. Such

activity is performed only for pleasure and or

collecting information. Moreover, the findings

emphasize that consumer may, without buying

intention, perform hedonic browsing under

motivation of hedonic motive and benefit of their

shopping experience. Therefore, hedonic browsing

activities/behaviors mostly result in impulse buying

(Moe, 2003). Another finding of Bloch and Richins

(1983) also shows that consumer who browses has

more knowledge in terms of product categories than

non-buyer. In addition, it is to improve their

knowledge of product and their curiosity motive that

make them satisfied with product browsing (Moe,

2003).

The result of hypothesis 3 which shows that

browsing influences impulse buying is empirically

accepted. This shows that the higher a person’s

browsing the higher the impulse buying is. This may

explain in detail that browsing activity may make one

forget his/her problems and feel relaxed, kill time or

during having a rest, view products online for

pleasure, and get full of spirit, such as playing game

and is empirically proven to improve impulse buying

activities like spontaneous buying without shopping

plan, buying because of emotional urge, buying while

disregarding consequence which may arise, quick

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product buying, buying with promotion offer, buying

other product while the product you desire is out of

stock, desirous of buying other item than the main

buying target, desirous of buying item unrelated to

shopping objective, tendency to buy other items than

shopping target.

The reason is internet browsing activity will

increase the amount of consumer’s leisure time and

lead to consumer mobility improvement. From the

phenomena, consumers often prefer shopping during

their leisure time, which also indicates that

consumers’ way of accessing information in online

environment is to browse in websites, which is the

first phase of searching for information and making

decision (Rowley, 2002). In line with the research

conducted by Bloch and Richins (1983), Park et al.

(2012) who explore the effect of browsing on

consumers’ impulse buying behavior define browsing

as “checking merchandise in store to search for

information and or recreational purpose without

direct buying intention” and divide it into two,

namely recreational and search activities, of which

example includes searching in stores to collect

information or lounging.

The result of hypothesis 4 which shows that

browsing is mediator between hedonic motives and

impulse buying is empirically accepted. This shows

that through browsing, hedonic motives’ influence

effectively improves consumers’ impulse buying

behavior. This is also shown from the result of Sobel

test, that browsing is partially effective to mediate

hedonic motives’ influence on impulse buying. This

also confirms that without browsing, it is possible that

hedonic motives will not influence impulse buying.

However, when there is browsing activity, it will

make hedonic motives’ influence on impulse buying

consistent.

This research conforms to the studies (Jarboe and

McDaniel, 1987; Bloch et al., 1989; Cox et al., 2005)

which emphasize that one of the reasons of hedonic

motives’ effect on browsing is to satisfy satisfaction

motive. Consumers who shop with hedonic motives

will checks visual elements in online store and

consumers who like to shop have higher tendency to

browse than they who do not (Chebat, Gélinas-

Chebat, and Therrien, 2005; Cox et al., 2005 Kim and

Kim, 2008). Consumers who shop without buying

plan may spend time with online store to browse

products, so that they may perform impulse buying.

Although it is confirmed that in daily life, consumers

with both motives are related to each other, but the

researches find that hedonic motives influence

browsing more (Bloch et al., 1989; Bloch et al.,

1986).

The time allocated by consumers to browse and

the amount of buying they make are positively related

(Iyer, 1989). Moreover, the time spent for browsing

will increase exposure intensity. When browsing

intensity increases, the stimulation to get exposed to

product may increase and consumers may feel how

they need such product (Jarboe and McDaniel, 1987).

In line with this view, browsing occurs as the result

of exposure to stimulus instead of the result of buying

motive (Moe, 2003). Bellenger et al., (1978) report

that browsing may become spontaneous unplanned

buying behavior. In line with this finding, the

researches conducted by (Bloch et al., 1989; Park and

Lennon, 2006) state that consumers may perform

impulse buying after browsing with shopping center.

5 CONCLUSION

From the results of this research, researchers may

conclude that hedonic motives may effectively

increase browsing activities and impulse buying

behavior. Therefore, most of bli.bli.com consumers

with high hedonic motives frequently perform

browsing activities which leads to impulse buying

behavior. Based on this, it is evident that browsing

effectively mediates hedonic motives’ influence on

impulse buying, even with stronger influence than

hedonic motives’ influence on impulse buying.

Therefore, browsing serves a strategic role in

understanding the correlation between hedonic

motives and impulse buying behavior.

5.1 Implication

This finding proves that browsing serves to be

mediator of correlation between hedonic motives and

impulse buying behavior. This research confirms

previous findings, particularly those of researches

conducted by (Moe, 2003; Arnold and Reynolds,

2003; Chebat, Gélinas-Chebat, and Therrien, 2005;

Cox et al., 2005; Park and Lennon, 2006; Kim and

Kim, 2008) which show how important hedonic

motives and browsing activities is, which

unconsciously stimulate impulse buying behavior,

showing that hedonic reasons and motives make a

person a hedonic browser aiming at satisfying many

hedonic desires and reasons behind impulse buying.

However, the findings in their researches are

separated. Therefore, the findings of this research

confirm that through browsing, hedonic motives’

influence and impulse buying behavior will often

occur to consumers, instead of direct influence.

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281

The research results give an overview,

particularly to manager of mobile commerce such as

blibli.com, to make features in the content of

blibli.com as effective and attractive as possible in

order to have better impact to buyers with hedonic

motives to make impulse buying. The higher the

impulsive buying, the better the marketing

performance of mobile commerce company

blibli.com. is.

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