The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia

Abstract

The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well as to examine the influence of consumer hedonic values and extraversion personality on impulsive online buying. This study uses a quantitative research method that employs descriptive and associative tools. The primary data were gathered through social media surveys of Indonesian consumers who buy goods through e-commerce. Of the 440 respondents who received questionnaires, only 400 completed them accurately. According to the survey, at least 75% of respondents shop online regularly. The study’s findings describe three types of Indonesian online consumers: those with hedonic values, those with reasonably high extrovert personalities, and those prone to online impulse buying. Path analysis results indicate that both hedonic value and extraversion have a significant influence on online impulse buying. Hedonic consumers enjoy online shopping, and as a result, they discover items they had not previously considered purchasing without careful consideration. On the other hand, extroverted consumers who are outgoing, passionate, and pleasant in social situations are more likely to be interested in impulsive online buying. These results provide online business owners with necessary guidance by demonstrating the importance of developing a website that is not only informative but also visually appealing and engaging to trigger impulse buying. Acknowledgment This study was supported by a research grant from Universitas Padjadjaran, Indonesia.

Online Impulsive Buying Behavior (Oibb) Influenced By Hedonism, Resource Availability, And Shopping Convenience Moderated By The Ease Of Using Digital Payment Methods

“…Influence Hedonism to Behavior Impulsive in Shop On line Through testing data that has been done got results that hedonism in a way significant and strong influential positive to behavior impulsive in shop online because own mark significance of 0.000 (Sig < 0.005), value original sample or coefficient track of 0.839, and F value 2 of 0.482. This result in line with study previously done by the Tirtayasa et al (2020) person who said it that motivation hedonism influential to behavior impulsive in shop online Similar results were also shown in research conducted by Sitindaon dan Hussein (2022), andUtami et al ( 2021) Helmi et al (2023). Inside study the said that hedonism also has significant influence to my behavior impulsive in shop online Coefficient value track of 0.839 also means that every There is increase equal to 1 unit in the variable hedonism then will strengthen influence between motivation hedonism with behavior impulsive in shop on line amounting to 0.839 units Influence significant that occurs between motivation hedonism in behavior shop on line can happen Because motivation hedonism speak about desire somebody or individual Forget pleasure (Williams, 2019).…”

“…In context shop online individuals who have motivation This see that activity shop on line is a entertainment and pleasure that they get it from use technology (Tyrväinen et al, 2020). Motivation hedonism in shop on line own six indicators among others is adventure shopping, gratification shopping, idea shopping, role shopping, social shopping and value shopping Sixth indicator This describe How something individual or consumer see activity shop as something activities that provide pleasure within self them Motivation hedonism own focus to things of that nature entertainment and comfort For consumer moment do activity shopping which can bring up exists behavior impulsive from consumer moment shopping The more tall mark hedonism possessed by consumers or individual then will the more big emotion positive that will be felt by consumers moment shop (Helmi et al, 2023).…”

Online Impulsive Buying Behavior (OIBB) Influenced by Hedonism, Re-source Availability, and Shopping Convenience Moderated by the Ease of Using Digital Payment Methods

“…This result in line with the study that previously done by (Tirtayasa et al, 2020) who said that hedonism motivation influenence the online impulsive buying behavior. Similar results were also shown in research conducted by (Sitindaon & Hussein, 2022), (Utami et al, 2021) (Helmi et al, 2023). These study showed that hedonism also has significant effect to influence online impulsive buying behavior.…”

“…Hedonism motivation has the focus to things about entertainment and comfort. The higher the hedonism value that consumers or individual has, the greater the positive emotion that will be felt by consumers when in shopping activity (Helmi et al, 2023) 2. Influence of Resource Availability to Online Impulsive Buying Behavior Resource availability that proxied with availability of money shows the meaningful results that variable this variable has no effect in a significant way to influence the online impulsive buying behavior (Sig > 0.005).…”