Why are you happy with impulse buying? Evidence from Indonesia

Abstract

Happiness is an ideal condition needed by everyone. In the real life, happiness comes not only from the harmony in the home but also from the exciting environment or atmosphere outside the home, such as impulse buying. When someone makes impulse buying, she could feel the happiness because she gets something she wants. This means that when someone makes a purchase, she will experience happiness. This study aimed to examine the variables that affect impulse buying which may also affect the happiness. It is assumed that the experience and the pleasant shopping atmosphere affect the impulse buying and, as a result, the impulse buying affects happiness. The samples in this study were 150 women making purchases of fashion products at malls in Surabaya. The hypothesis testing was conducted by using Structural Equation Modelling. The test results indicated the hypothesis 1 stating that the experiential marketing influenced the impulse buying and hypothesis 2 stating that the shopping enjoyment affected the impulse buying were accepted. Further, hypothesis 3 were also accepted, stating that the impulse buying influenced happiness.

Does sustainable consumption make consumers happy?

“…The literature includes multiple definitions and measures of happiness (Diener, 2000; Diener et al, 1985; Layard, 2005; Nicolao et al, 2009). According to Merriam - Webster ’ s Collegiate Dictionary (1898/2006), happiness is defined as “a state of well-being and contentment; a pleasurable or satisfying experience.” Happiness is an ideal condition pursued by all human beings (Handayani et al, 2018) and has a different meaning for each person (Diener, 2000). However, scholars find that happiness is characterized by multiple facets, including global life satisfaction, domain-specific satisfaction, positive beliefs about life, and frequent, positive emotions over negative affection, regardless of the context (Diener et al, 1985, 2006; Lucas et al, 1996).…”

Factors Influencing Online Impulsive Buying Behavior in Indonesia

“…Fahd & Sugiarto (2015) in their study explains positive emotions as customers' main driven factors to impulsively shop online; making an exciting, enthusiastic, and inspiring shopping experience for the customers would emerge their positive emotions that leads to their shopping impulsivity. Emotional consumption experience is closely related to shopping pleasure, including the delight of receiving something in the shopping process (Handayani, Anshori, Usman, & Mudjanarko, 2018), which explains why shopping experience such as communication style, shopping enjoyment, and user interface could be an important factor to drive the customers' emotion in online shopping context (Verhagen, van Dolen & Merikivi, 2019). Previous research has evidenced that positive emotion is easier to be driven in an online shopping context rather than negative emotion.…”

“…The delightful process of shopping is believed to be caused by emotional experience of a consumer (Handayani et al, 2018). Rahayu (2017) stated that positive emotions such as feeling happy increase the tendency of unplanned shopping and generate consumers' online impulsive buying behavior.…”

The influence of consumer personality traits on mobile shopping intention

“…People make purchases for two reasons, hedonic and utilitarian (Jones, 1999). Shopping enjoyment leads individuals to consider the purchase itself as a form of recreation (Kim and Kim, 2008; Wenzel and Benkenstein, 2018), and they obtain psychological rewards from the purchase process itself (Bellenger and Korgaonkar, 1980; Handayani et al , 2018), whereas value consciousness comprises a concern for trying to equilibrate the quality and the price paid for the purchased products and services (Ailawadi et al , 2001). In other words, shopping enjoyment represents an individual’s personality trait, linking the pleasure and enjoyable aspects that a consumer derives with the shopping process/activities, regardless of the utilitarian consequences that may be anticipated; whereas value consciousness represents an individual’s personality trait related to being rational and functionally driven in the shopping process (Wang et al , 2018).…”