Effect of hedonic shopping motives on GenZ impulsive buying behavior: mediators of Urge to Buy and Browsing.

Abstract

This study investigates Gen Z's online impulse buying behavior under the influence of hedonic motivation. This is the behavior that is considered to bring many different hedonistic shopping values such as fun, social interaction, novelty, ... Simultaneously, this study looked into the effects of mediating factors such as Browsing and Urge to buy impulsive, as well as the effects of situational factors (Time available, Money available, Task definition) and the Self control from the reflective system to the buying process, specifically Gen Z's impulsive buying. A research model has been created based on the theories of Dual System and others, The Impulse buying and Online social interactions, to examine these effects. The study used two parallel research approaches, quantitative and qualitative, to determine the research problems we proposed as well as to assure research novelty and uncover new findings compared to previous studies. More than 340 usable survey responses on Gen Z were collected, and the data was utilized to run analyses like EFA, CFA, SEM, ... on statistical tools including IBM SPSS 22, IBM AMOS 24, and SMARTPLS 3. This study found that there are significant effects of hedonic motivation on Gen Z's impulsive buying behavior. Furthermore, the study also demonstrates the effects of mediators and moderators on this impulsive buying behavior. These findings provide insights on Gen Z's impulsive purchasing behavior as well as the factors that drive it. As a result, these parameters might be increased to encourage additional sales.