Ask, Bid, Buy! Online Impulse Buying Behaviour of Ethnic Chinese Mothers in Indonesia

Abstract

The condition of consumer behavior of ethnic Chinese mothers in Indonesia, which has experienced significant changes due to the increasingly massive Covid-19 pandemic, uses the marketplace as a shopping medium. This condition has encouraged commercial growth and economic recovery after the Covid-19 pandemic. In this case, the growth of the modern market that attracts a large number of customers causes consumer purchasing decisions to be more spontaneous. This study aims to analyze the ability of positive emotions to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying. This research is exploratory quantitative research that uses purposive sampling in the sampling process. The criteria for the desired respondents are ethnic Chinese mothers who have purchased products online more than 7 times. This study's sample number was 1,357 respondents with data analysis techniques using path analysis (SEM). The analysis results show that there is a direct influence of shopping style, social factors, sales promotion on positive emotions and online impulse buying. This study also revealed that positive emotions were able to mediate the relationship between the influence of shopping style, social factors, and sales promotion on online impulse buying.

Factors affecting users' impulse purchases in online group buying: online consumer reviews, countdowns and self-control

“…The combination of these four meta-goals contributes to consumers' decision-making behavior. Aqmala and Putra (2022) revealed that positive emotions were able to mediate the relationship between the influence of shopping style, social factors and sales promotion on online impulse buying. Huang (2005) explored the impact of negative emotions on users' consumption behavior, arguing that negative emotions like boredom will drive away consumers.…”