The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia
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Received November 16, 2022;Accepted January 11, 2023;Published January 30, 2023
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Author(s)Link to ORCID Index: https://orcid.org/0000-0003-3781-4852Link to ORCID Index: https://orcid.org/0000-0002-6019-990XLink to ORCID Index: https://orcid.org/0000-0001-9324-6605Link to ORCID Index: https://orcid.org/0000-0001-7957-6253
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DOIhttp://dx.doi.org/10.21511/im.19(1).2023.05
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Article InfoVolume 19 2023, Issue #1, pp. 48-58
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The purpose of this study is to analyze Indonesian consumer hedonic values, extraversion, and online impulse buying, as well as to examine the influence of consumer hedonic values and extraversion personality on impulsive online buying. This study uses a quantitative research method that employs descriptive and associative tools. The primary data were gathered through social media surveys of Indonesian consumers who buy goods through e-commerce. Of the 440 respondents who received questionnaires, only 400 completed them accurately. According to the survey, at least 75% of respondents shop online regularly. The study’s findings describe three types of Indonesian online consumers: those with hedonic values, those with reasonably high extrovert personalities, and those prone to online impulse buying. Path analysis results indicate that both hedonic value and extraversion have a significant influence on online impulse buying. Hedonic consumers enjoy online shopping, and as a result, they discover items they had not previously considered purchasing without careful consideration. On the other hand, extroverted consumers who are outgoing, passionate, and pleasant in social situations are more likely to be interested in impulsive online buying. These results provide online business owners with necessary guidance by demonstrating the importance of developing a website that is not only informative but also visually appealing and engaging to trigger impulse buying.
Acknowledgment
This study was supported by a research grant from Universitas Padjadjaran, Indonesia.
- Keywords
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JEL Classification (Paper profile tab)D12, D91, M31
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References60
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Tables5
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Figures0
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- Table 1. Demographic profile and online shopping behavior of respondents
- Table 2. Online impulse buying patterns
- Table 3. Hedonic values
- Table 4. Extraversion indicators
- Table 5. Path coefficients
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Conceptualization
Arief Helmi, Yevis Marty Oesman
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Data curation
Arief Helmi, Umi Kaltum, Yudi Ahmad Faisal
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Formal Analysis
Arief Helmi, Umi Kaltum, Yudi Ahmad Faisal
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Funding acquisition
Arief Helmi, Yevis Marty Oesman
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Investigation
Arief Helmi, Umi Kaltum
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Methodology
Arief Helmi, Yevis Marty Oesman, Umi Kaltum, Yudi Ahmad Faisal
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Resources
Arief Helmi, Umi Kaltum
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Supervision
Arief Helmi, Yudi Ahmad Faisal
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Writing – original draft
Arief Helmi, Yevis Marty Oesman, Umi Kaltum, Yudi Ahmad Faisal
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Writing – review & editing
Arief Helmi, Yudi Ahmad Faisal
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Project administration
Yevis Marty Oesman, Umi Kaltum
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Software
Yudi Ahmad Faisal
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Conceptualization
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Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements
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Acknowledgment
The authors express a sincere gratitude to all the participants who generously took part in this research study. -
Inhibitors of social media as an innovative tool for advertising and marketing communication: evidence from SMES in a developing country
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Acknowledgment
This work is supported by Tomas Bata University in Zlin through; IGA/FaME/2019/002: The role of the institutional environment in fostering entrepreneurship, and further supported by IGA/FaME/2020/002 and IGA/FaME/2019/008. The authors are thankful to Prof. Jaroslav Belás, Prof. Boris Popesko, and Prof. Miloslava Chovancová for their guidance towards developing this manuscript.