West Science Interdisciplinary Studies
Vol. 1 No. 10 (2023): West Science Interdisciplinary Studies

The Impact of Hedonic Shopping Value and Shopping Lifestyle on Impulsive Buying Mediated by Positive Emotion among Online Marketplace Users in Pekanbaru

Adelia Dwi Anggita (Universitas Riau)
Henni Noviasari (Universitas Riau)
Sri Wahyuni Wildah (Universitas Riau)
Prima Andreas Siregar (Universitas Riau)

Article Info

Publish Date
30 Oct 2023

Abstract

This study examined the influ ence of hedonic shopping value and shopping lifestyle on impulsive buying among online marketplace users in Pekanbaru, Indonesia. The study used path analysis to analyse data from 112 respondents and found that hedonic shopping value had no significant effect on impulsive buying, while shopping lifestyle had a positive and significant relationship with impulsive buying. Additionally, hedonic shopping value had a positive and significant effect on positive emotions. The results suggest that to decrease impulsive buying, it is important to focus on creating a positive shopping experience and consider the shopping lifestyle of consumers.

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Journal Info
West Science Interdisciplinary Studies
Website

Abbrev

wsis

Publisher

Westscience Press

Subject

Economics, Econometrics & Finance Environmental Science

Description

Journal that publishes multidisciplinary research articles, which include: Humanities and social sciences, Business Economics, Cooperatives & Banking, Sharia Economics, Development Economics, HR Development, Taxation and Commercial Insurance, Communication, Technique, Informatics, Information ...