Gadgets Are Always in the Hands of Consumers: The Triggers for Impulsive Buying Behavior

Abstract

Media technology is changing how people communicate, work, consume goods and services, and socialize. Meanwhile, digital devices always move wherever people move, even when the owner is sleeping, making people very dependent on gadgets. This book chapter examines impulse buying habits by controlling online product campaigns. Because online and offline life cannot always overlap during the COVID-19 pandemic, gadgets always guide every activity, including shopping, and become impulsive triggers. The literature review approach to 152 articles that have been published in various academic journals is analyzed with the dimensions of “Resources” of shopping activities, psychologically “Internal” factors, and “External” factors of retail industry marketing communication activities. The results show that new resources that are the primary basis for impulsive buying are gadgets or devices and marketplaces with their applications. Internal factors that encourage impulsiveness are cognitive dissonance, hedonism and materialism, anxiety/uncertainty, and self-esteem, plus 18 external factors that trigger impulsive buying (price discounts, marginal need for the item, mass distribution, self-service, social media ad campaigns, prominent store display, short product weight, ease of storage, retailer’s apps, visual and aroma products, live streaming, credit card and e-money, peer group interaction, in-store events, sales-person performance, point-of-purchase, and online review). In closing, managerial implications and future research related to impulsiveness and online shopping are also discussed.

Lifestyle and Self-Esteem of Generation Z in Gadget Purchasing Decision

“…This research is in line with the previous ones conducted by Wijonarko (2016) that reinforced the conclusion that lifestyle had a dependency on the purchase of gadget because the use of gadget in students got fulfillment to be seen as a broadminded and highly intellectual individuals, by Sutji and Saptomo (2017) that found that lifestyle had a positive and significant dependency on gadget purchases, by Das and Panigrahi (2017) that showed influence on lifestyle was high on the purchasing decisions, by Halim and Dinaroe (2019) that showed lifestyle, money attitude, and personal value affects significantly towards the purchase decision of Apple products, by Andi and Ali (2019) that also showed lifestyle has a positive and significant effect on purchasing decision of Samsung smartphone in Jakarta, by Hidayat (2022) that suggested social media and peer group interaction influence the gadgets impulsive buying, and by Moreover, Oe et al (2022) that suggested Chinese consumers are more concerned with fashionableness in smartphone purchase.…”

“…There is a research gap compared to the previous research. The recent research focused on the digital gadget addiction effect on lifestyle (Hoque, 2018), on Generation Z's lifestyles towards technology or digital developments (Wijaya, Darmawati, & Kuncoro, 2020), on impulse purchase orientation, quality orientation, brand orientation, online trust, and online purchase experience (Isa, Annuar, Gisip, & Lajuni, 2020;Hidayat, 2022), on the sustainable orientation of Generation Z in retail (Dabija, Bujan & Puşcaş, 2020), on the role of brand identity (Buenafe, Espedido, Samonte, Vitto, & Magsino Marasigan, 2022). In contrast, this research will explore the role of Generation Z's lifestyle and self-esteem in their gadget purchasing decisions.…”

“…Individuals who have high self-esteem tend to get good enough attention and positive affirmations so that they will indirectly. Hidayat (2022) mentioned that new resources that are the primary basis for impulsive buying are gadgets or devices and marketplaces with their applications. Internal factors that encourage impulsiveness are cognitive dissonance, hedonism and materialism, anxiety/uncertainty, and self-esteem.…”

“…Further, Hidayat (2022) suggests that social media and peer group interaction influence gadgets' impulsive buying. Moreover, Oe, Yamaoka, and Sato (2022) suggest that Chinese consumers are more concerned with fashionableness in smartphone purchases.…”

“…Elida, Rahardjo, and Raharjo (2021) found that self-esteem and marketing mix correlated with an online shopping decision. In comparison, Hidayat (2022) states that the primary basis for impulsive buying is gadgets or devices, and self-esteem is one of the internal factors that encourages impulsiveness. Through the elaboration of these concepts, the hypotheses in this study are as follows: H2: Self-Esteem has a dependency on gadget purchasing decisions.…”