The influence of hedonic values and extraversion on online impulse buying: Empirical evidence from Indonesia


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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.

This study was supported by a research grant from Universitas Padjadjaran, Indonesia.

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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
    • Conceptualization
      Arief Helmi, Yevis Marty Oesman
    • Data curation
      Arief Helmi, Umi Kaltum, Yudi Ahmad Faisal
    • Formal Analysis
      Arief Helmi, Umi Kaltum, Yudi Ahmad Faisal
    • Funding acquisition
      Arief Helmi, Yevis Marty Oesman
    • Investigation
      Arief Helmi, Umi Kaltum
    • Methodology
      Arief Helmi, Yevis Marty Oesman, Umi Kaltum, Yudi Ahmad Faisal
    • Resources
      Arief Helmi, Umi Kaltum
    • Supervision
      Arief Helmi, Yudi Ahmad Faisal
    • Writing – original draft
      Arief Helmi, Yevis Marty Oesman, Umi Kaltum, Yudi Ahmad Faisal
    • Writing – review & editing
      Arief Helmi, Yudi Ahmad Faisal
    • Project administration
      Yevis Marty Oesman, Umi Kaltum
    • Software
      Yudi Ahmad Faisal