Impulse buying intentions of young consumers from a hedonic shopping perspective

Abstract

Purpose The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions, novelty, escapism and outside appreciation. Design/methodology/approach The present research empirically tests a theoretical model of impulse buying intentions by examining the associations between hedonic shopping value dimensions and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established scales. Findings Results indicate that the impulsive buying intentions of youngsters are positively associated with all the five dimensions of hedonic shopping value. Situational characteristics of money and time availability positively moderate this relationship. Task definition negatively moderates the association between impulsive buying intention and hedonic shopping value dimensions. Research limitations/implications Two major theoretical implications result from this study. First, the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior buying intentions. Further, it includes the moderating effects of all the three aspects of situational characteristics in the same model. Practical implications The marketers can make use of the shopping value dimensions and the situational characteristics moderators to design and implement marketing strategies so that sales via impulse buying are maximized. Originality/value This study provides novel insights on the complex process of impulsive buying by youngsters by expanding the application of the hedonic shopping motives in the presence of situational factors as moderating variables.

The Relationships Between Instagram Social Media Usage, Hedonic Shopping Motives and Financial Literacy on Impulse Buying

“…The results of this study are in accordance with the findings of some previous researchers (Dey & Srivastava, 2017;Kosyu, Hidayat, & Abdillah, 2014;Mardiati, 2015;Tambuwun, 2016). Kosyu, Hidayat, & Abdillah (2014) found significant effects of hedonic shopping motives on impulse buying.…”

“…This is because when someone shops in a hedonic way, then (s)he will not consider the aspect of benefits so that the possibility of impulsive buying will also be higher. Dey & Srivastava (2017) found a positive influence of hedonic shopping motivation on impulse buying intentions. He also found the moderating influence of the variable of money availability and time availability.…”

Influence of Consumer Buying Orientation and Pro-environmental Values on their Willingness to Patronise Green Hotels

“…Thus, consumers who are concerned about their feelings (emotional worth) of enjoyment or fun while searching for hotels are willing to patronise green hotels. For example, a study by Dey and Srivastava (2017) found that indeed, a hedonistic buying value has a significant relationship to an impulse buying behaviour. Also, this finding is supported by Jaini et al (2019) as they found hedonistic buying values to influence pro-environmental values which subsequently influences consumers green purchase behaviour.…”

Drivers of Impulse Buying at Retail Stores: Mediating Role of Customers’ Loyalty

“…These factors positively influence the impulse purchasing intentions. However, the situational factors such as money availability, time availability and task definition moderate the relationship between shopping values and impulse purchasing intentions (Dey & Srivastava, 2017). Further, it was also found that emotion of the customer, self-esteem and life satisfaction positively influence the impulse buying (Nayebzadesh & Jalaly, 2014).…”