Online Feedback Impact Online Shoppers' Impulse Purchases in Malaysia

Abstract

Online shopping has risen to the third position among Malaysians who use the Internet. Typically, past customer online reviews are deciding factors for an online business's success or failure because online consumers encounter online reviews while visiting a website, and it has a direct effect on their ability to purchase impulsively and online impulse buying conduct. The majority of previous research on market-generated context as a factor in online impulse buying behaviour has concentrated on the market-generated background. As a result, this research identified two types of online reviews as independent variables: hedonic and utilitarian value online reviews, browsing, and willingness to buy impulsively as mediating and moderating variables. While online impulse buying behaviour a dependent variable. This study only involves online shoppers who have made at least one purchase on both Lazada Malaysia and Shopee Malaysia websites. This study took a quantitative approach, with 100 responses collected from online shoppers who had made at least one purchase on Shopee Malaysia and Lazada Malaysia through an online questionnaire. Due to the deletion of one straight-lining response, 99 responses were subjected to data analysis using SmartPLS software. According to the results, hedonic value online reviews influence browsing, and browsing influences the urge to buy impulsively and directly to online impulse purchasing.

Impulsiveness in Online Era: The Role of Utilitarian and Hedonic Value on Impulsiveness and Impulse Buying Behavior of Batam Community

“…Hedonic value makes consumers feel that reviews on online shopping sites are fun or recreational activities. The results of this study show similarities with the results of research by Hong et al (2021) andZhang et al (2018) In their research, they stated that most consumers search for information if they have a good experience.…”

“…This of course affects the level of individual impulsiveness. The results of this study show similarity with previous research by Zhang et al (2018), Hong et al (2021) This means that the fourth hypothesis (H4) of this study cannot be supported or accepted. Individuals with a utilitarian value have more rational shopping behavior, not only based on emotion or pleasure in making purchases.…”

“…When someone has a high level of hedonic value, they are more motivated both in terms of needs, pleasure, or just emotional and social satisfaction factors (Cahyono, 2019). Zhang et al (2018), Ratnasari (2019), Hong et al (2021) Ningsih and Andjarwati (2021) state that there is a relationship between utilitarian values, hedonic values, and impulsiveness to impulse buying behavior by using browsing factors as mediation variable. As a result of these factors, it is necessary to conduct a more in-depth analysis of the relation aspects that affect a person's impulse buying behavior, especially the people of Batam City.…”

Influence of online comments on clothing impulse buying behavior in mobile short video app live broadcast

“…This finding is consistent with Hong’s research results. Hong et al (2021) believed that in Malaysia, online comments quality directly affects consumers’ online impulse buying behavior. Zhao et al (2020) believed that consumers’ online shopping behavior is affected by other consumers’ online comments and comment comprehensiveness affected purchase intention, and it is also consistent with our research results.…”

Factors Influencing Online Purchase Intention among PPR Simpang Perdana, Taiping

“…The customer values obtaining a receipt, order acceptance, and a date of delivery after completing the transaction (Loh et al, 2021). Customers who wish to schedule a service or buy items online are dependent on guarantee return policies, which establish confidence for online transactions (Hong et al, 2021). On the ecommerce platform, displaying the company's rules on returned goods, guarantees, and warranties, as well as the assurance of trustworthy vendors, may assist establish consumer confidence.…”