The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce

Mariyana, Mariyana and Djawoto, Djawoto and Suhermin, Suhermin The influence of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion in e-commerce. Jurnal Manajemen dan Bisnis.

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Abstract

This study aimed to examine and analyze the effect of hedonic shopping motivation and shopping lifestyle, directly or indirectly, through impulse buying in Shopee e-commerce. The population was consumers who had impulse buying in Shopee, 18-39 years old and lived in Surabaya. The data collection technique used purposive sampling. There were 95 respondents as the sample. As a result, the instrument test with validity data showed that the data were valid. Meanwhile, construct and composite reliability values were fulfilled from the reliability test. It meant each variable was consistent in measuring the latent variable. Moreover, the study was descriptive-quantitative with descriptive analysis and statistic inferential, i.e., using SmartPLS 4.0 with the bootstrapping test. Additionally, the data analysis result showed that all indicators were adequately used for the next step until the hypothesis test. In addition, both hedonic shopping motivation and shopping lifestyle significantly affected positive emotion. However, hedonic shopping and a shopping lifestyle had an insignificant effect on impulse buying. Likewise, positive emotion mediated both hedonic shopping motivation and shopping lifestyle on impulse buying (full mediation). In other words, positive emotion could improve or determine consumers to have impulse buying in Shopee e-commerce.

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