Citation:

Putri Ananda Widiyanto, Indira Rachmawati. "The Effect of Hedonic Shopping Motivation on Impulse Buying Shopee with Positive Emotions as Mediation in Generation Z Indonesia" International Research Journal of Economics and Management Studies, Vol. 3, No. 6, pp. 234-241, 2024.

Abstract:

E-commerce introduces a new lifestyle to people, namely online shopping. Shopee is the most often visited and used e-commerce site by the people of Indonesia. Shopee is also a favorite e-commerce of Generation Z because of their characteristics, who like to find new things on the internet and are more digitally literate. When using the Shopee application to shop, one can make impulse purchases. After all, quickly and easily, consumers may find information regarding a variety of topics through e-commerce and satisfy hedonistic desires because consumers consider shopping a pleasure when what they need is not met. In addition, positive emotions can also stimulate people to make impulse purchases because they describe someone feeling enthusiastic when shopping. This study aims to test the effect of Hedonic Shopping Motivation and Positive Emotions on Impulse Buying and the role of Positive Emotions as a mediating variable. This study used quantitative methods. The population and samples used in this study are Generation Z users of Shopee applications in Indonesia who have purchased at Shopee. Data obtained from the online distribution of questionnaires amounted to 310 respondents. This study employed PLS-SEM as its data analysis method. The result of this study was that Hedonic Shopping Motivation positively influences Impulse Buying, Positive Emotions is positively influenced by Hedonic Shopping Motivation, Impulse Buying is positively influenced by Positive Emotions, and Impulse Buying is positively influenced by Hedonic Shopping Motivation with Positive Emotions as mediation.

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Keywords:

Hedonic Shopping Motivation, Impulse Buying, Positive Emotions.