Impulsive Purchasing via Online Shopee of the Millennials: A Study in a Private University in Medan

Lubis, Adelina; Tarigan, Eka Dewi Setia; Tambunan, Sari Bulan; Wijaya, Muslim; Situmeang, Chandra

doi:10.5220/0009511409220925

Cited by 1 publication

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“…However, according to Putri et al (2018) and their investigation into the effects of hedonic motivation, reference group influences, and discounts provided during Hari Belania Online Nassional, only hedonic incentives and discounts provided during Harbolnas influence online impulse purchases, indicating that people's decisions to make impulsive purchases are unaffected by their reference group. This is argued by Lubis et al (2020) in their study as they concluded that customers may suffer a crisis in their purchasing strategies, thought processes, and ability to reflect when shopping, which might lead to this impulsive purchase. The study also stated that consumers who buy on impulse have access to less information.…”

Section: Reference Groupsmentioning

confidence: 99%

Influencing Factors of Online Impulsive Buying Behavior to Gamers in Purchasing Gaming Peripherals

Fajardo,

Evangelista,

Lambengco

et al. 2024

MEC-J

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The factors that drive gamers' impulsive online behavior in buying gaming peripherals remain poorly understood, despite the Philippines' growing gaming population. This research primarily aims to identify how factors such as self-gratification, novelty, visual attraction, cost saving, reference groups, online shopping convenience, and diversified product selection influence gamers impulsive buying in purchasing gaming peripherals. Descriptive-correlational research design was utilized to analyze the data from 385 respondents. Additionally, descriptive statistics and Multiple Regression Analysis were used to analyze the gathered data and test the relationship of the independent and dependent variable. This study has discovered that 4 of the 7 characteristics significantly affect gamers' impulsive purchasing habits when it comes to gaming peripherals.The results of this study will be useful specifically to gaming peripheral online stores, marketing managers, and product developers to investigate other factors that influence gamers' impulsive buying

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Section: Reference Groupsmentioning

confidence: 99%