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/0000-0003-3781-4852
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Link to ORCID Index: https://orcid.org/0000-0002-6019-990X,
Link to ORCID Index: https://orcid.org/0000-0001-9324-6605,
Link to ORCID Index: https://orcid.org/0000-0001-7957-6253 -
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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Creative Commons Attribution 4.0 International License
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
Vinish P, Prakash Pinto
, Iqbal Thonse Hawaldar
, Slima Pinto
doi: http://dx.doi.org/10.21511/im.16(2).2020.05
This paper intends to analyze the impact of store layout, ambient factors, and employees on impulsive decision-making among female customers visiting the apparel outlets. The responses were collected through a single-stage mall intercept survey method using a structured questionnaire from 385 respondents in leading apparel stores in selected Tier I and Tier II cities in the state of Karnataka, India. The responses were analyzed using multiple regression analysis. Constructs such as store layout, ambience and employees were found to be significantly positively correlated with impulse buying behavior. The variables largely explain the variation in impulse buying under store ambiance. Except ‘attention to the window display’ and ‘friendly staff’ all other twelve variables considered in the study were found to have significant impact on the impulse buying behavior. Though store ambiance, well-structured layout, and pleasant shopping experience are essential determinants of customer satisfaction, the study results imply that the number of store staff and sales skills are critical aspects of impulse buying in the apparel business and true assets to the retail organization. Additionally, poor customer interaction, staff shortage, and high employee attrition could discourage the store’s revenue generation.
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Inhibitors of social media as an innovative tool for advertising and marketing communication: evidence from SMES in a developing country
Innovative Marketing Volume 16, 2020 Issue #4 pp. 164-179 Views: 1231 Downloads: 245 TO CITE АНОТАЦІЯInnovative marketing has given rise to practitioners’ and scholars’ attention in the 21st-century market. Given this, social media marketing has become the order of the day when accessing modern tools for marketing communication. However, the adoption of this innovation comes with its associated challenges, particularly, from a developing country perspective. Against this background, this study sought to examine the inhibitors characterized in the application of social media channels as an innovative tool for advertising and communication among SMEs (small and medium enterprises) in Ghana. For study results to be achieved, a quantitative research approach with a questionnaire of 650 was distributed among managerial staff of the fashion industry in the central part of Ghana of which 512 respondents were duly received and correctly filled for data processing and analysis. Results from the partial least square structural equation method (PLS-SEM), showed that despite the importance of innovation, lack of managerial skills/marketing expertise, perceived cost, regular systems/links upgrade, and financial constraints are significant inhibiting factors affecting the application of social media as advertising and communication tools among SMEs in developing economy. Interestingly, the findings further showed that ’company’s size’ as well as ’availability of social media channel/tool’ significantly control for the outcome variable (internet/social media) as a marketing communication tool.
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. -
Where to put your money to get their money: a bank advertising awareness study
James B. Bexley , Karen Sherrill doi: http://dx.doi.org/10.21511/bbs.12(1-1).2017.08Banks and Bank Systems Volume 12, 2017 Issue #1 (cont.) pp. 152-159 Views: 1192 Downloads: 198 TO CITE АНОТАЦІЯCommercial banks have many options when selecting an advertising medium. Where should a bank put its money in order to obtain the highest return? Should this medium change based on the target audience? This paper examines a number of different mediums for bank advertising and analyzes by age and by gender the efficacy of each. The authors administered a survey to over three hundred participants of varying ages asking them if they have seen bank advertisements on television, social media or the internet, billboards, traditional print media, or heard bank advertising on the radio. The survey, then, asks, if so, did it leave a favorable or unfavorable impression. Finally, the participants are asked to rank the mediums in terms of most favored to least favored. The authors find that television is the most effective medium. It reaches the broadest audience and the message is received favorably the largest percent of the time. The results show differences by age groups that can be beneficial to banks that are attempting to increase brand awareness and capture greater market share from particular age groups. For example, social media advertising works better for communicating with the younger age groups than the older age groups, however, it is still neither as effective nor as positively received as television.