“…The role of pleasure and Hedonic motives on impulse buying behavior arousal in consumer behavior is quite impressive (Ladhari, 2007). Several studies have determined that responseslike shopping satisfaction (Das, 2013), utilitarian value and hedonic value (Chen et al, 2017;Etemad-Sajadi and Ghachem, 2015), time spent in the store (Mihiþ et al, 2018), liking the store (Hyllegard et al, 2016;Mower Jennifer, 2012), liking the online store (Fiore et al, 2005), willingness to patronize the online store, and willingness to buy (Fiore et al, 2005),are affected by pleasure and arousal.…”