The Mediation Role of Shopping Lifestyle and Moderation Role of Payletter on the Impact of Hedonic Shopping Motivation on Implicit Buying
Yosanda Zata Aman,
Diah Widiawati,
Dwicahya Setia Putri
Abstract:The purpose of this study is to examine how hedonic shopping incentive affects implicit purchasing behavior and how pay letters and shopping lifestyles mediate that effect. This study was conducted on customers of e-commerce users in Indonesia who also used paylater payment methods for their online shopping transactions. The study involved 213 customers as samples. Research data is collected using a questionnaire and the results are analyzed using PLS software. This research is quantitative. The findings showe… Show more
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