Online Impulsive Buying Behavior (Oibb) Influenced By Hedonism, Resource Availability, And Shopping Convenience Moderated By The Ease Of Using Digital Payment Methods
Keywords:
Impulsive buying, hedonism, availability of money, shopping convenience, online shopping behavior.
Abstract
This research focuses on the influence of hedonism, resource availability, and shopping convenience online impulsive buying behavior (OIBB), moderated by ease of use of digital payment method. Data collected by distributing questionnaires viaa online to 356 respondents. A total of 340 respondents were selected to be the sample because they fit the specified respondent criteria. The data obtained was analyzed using the PLS-SEM method, and processed using SmartPLS software version 4.0. The results of this research show that hedonism and convenience of shopping directly have a positive and significant influence on online impulsive buying behavior. While the availability of resources (money) does not significantly influence online impulsive buying behavior. In the moderation relationship, ease of use of e-wallets is proven to strengthen the relationship between hedonism and online impulsive buying behavior, but can decrease the relationship between shopping convenience and online impulsive buying behavior. Meanwhile, ease of use of e-wallets has no influence on the relationship between availability of funds and online impulsive buying behavior.
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References
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Handayani, N. S., & Rahyuda, K. (2020). Website Quality Affects Online Impulse Buying Behavior (OIBB): Moderating Effects of Sales Promotion and Digital Wallet Use (A Study on Tokopedia E-Commerce). International Journal of Economics and Management Studies, 7(12), 16–24. https://doi.org/10.14445/23939125/ijems-v7i12p103
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Husnain, M., Rehman, B., Syed, F., & Akhtar, M. W. (2019). Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities. Business Perspectives and Research, 7(1), 92–107. https://doi.org/10.1177/2278533718800625
Indrawati, I., Ramantoko, G., Widarmanti, T., Aziz, I. A., & Khan, F. U. (2022b). Utilitarian, hedonic, and self-esteem motives in online shopping. Spanish Journal of Marketing - ESIC, 26(2), 231–246. https://doi.org/10.1108/SJME-06-2021-0113
Istijanto, & Handoko, I. (2022). Customers’ Continuance Usage of Mobile Payment During the COVID-19 Pandemic. Spanish Journal of Marketing - ESIC, 26(3), 345–362. https://doi.org/10.1108/SJME-02-2022-0016
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Latifah, N., Widayani, A., & Rachmawati, I. (2021). Adoption Of Mobile Payment Approach Extended The UTAUT 2. RELEVANCE: Journal of Management and Bussines ▪, 4(2), 156–175.
Le-Hoang, P. V. (2020). The Relationship Between Online Convenience, Online Customer Satisfaction, Buying Intention and Electronic Word-of-Mouth. Independent Journal of Management & Production, 11(7), 2943–2966. https://doi.org/10.14807/ijmp.v11i7.1251
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Lina, Y., Hou, D., & Ali, S. (2022). Impact of Online Convenience on Generation Z Online Impulsive Buying Behavior: The Moderating Role of Social Media Celebrity. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.951249
Linge, A. A., Chaudhari, T., Kakde, B. B., & Singh, M. (2023). Analysis of Factors Affecting Use Behavior towards Mobile Payment Apps: A SEM Approach. Human Behavior and Emerging Technologies, 2023. https://doi.org/10.1155/2023/3327994
Marza, S., Idris, I., & Abror, A. (2019). The Influence of Convenience, Enjoyment, Perceived Risk, And Trust On The Attitude Toward Online Shopping.
Nagadeepa, Dr. C., Shirahatti, D., & N, S. (2021). Impulse Buying: Concepts, Frameworks and Consumer Insights (1st ed.). Shanlax Publications.
Nurlinda, R., & Yuliyani, A. (2021). Analisis Perbedaan Perilaku Impulse Buying Berdasarkan Gender Pada Marketplace Tokopedia. Journal of Economic Growth , 12(2), 136–140.
Parameswaran, A., & Islam, T. (2022). Impulsive Buying Behavior and Digital Wallet Usage. Cardiometry, 23, 554–560.
Pratminingsih, S. A., Hayati, N., Sukandi, P., Rahmayanti, R., Sujai, R. A. D. A., & Akbar, Y. K. (2021). The Influence Of Lifestyle, Hedonic Motivation, And Sales Promotion On Impulse Buying. Review of International Geographical Education Online, 11(6), 705–713. https://doi.org/10.48047/rigeo.11.06.87
Pujiastuti, N., Reza, & Astuti, R. F. (2022). Pengaruh Literasi Ekonomi dan Lingkungan Sosial Terhadap Perilaku Pembelian Impulsif Pada Mahasiswa. Jurnal Riset Pendidikan Ekonomi (JRPE), 7(1), 107–117.
Putra, A. P., Adam, M., Manajemen, M. P., Ekonomi, F., Bisnis, D., Syiah Kuala, U., & Dosen, ). (2020). Pengaruh Shopping Enjoyment Terhadap Impulse Buying Dengan Product Browsing Sebagai Variabel Mediasi Pada Konsumen Shopee Online Sshop (Stude Pada Mahawiswa di Universitas Syiah Kuala Banda Aceh). Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Accredited SINTA, 4(1).
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Published
2024-03-20
How to Cite
Dhewayanti, E. (2024). Online Impulsive Buying Behavior (Oibb) Influenced By Hedonism, Resource Availability, And Shopping Convenience Moderated By The Ease Of Using Digital Payment Methods. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 12(1), 1663 –1678. https://doi.org/10.37676/ekombis.v12i1.5199
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Copyright (c) 2024 Elisabeth Krisna Dhewayanti
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