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Do You Feel Better When Buying More? The Moderating Effect of Consumer Mood on the Urge To Buy Impulsively

Author

Listed:
  • Ika Febrilia
  • Andi Muhammad Sadat
  • Anizah Zainuddin
  • Meta Bara Berutu
  • Destria Kurnianti

Abstract

In the contemporary landscape, impulsive consumer shopping behaviour has become increasingly prevalent. Numerous researchers have conducted various studies successfully elucidating the factors influencing the occurrence of this impulsive behaviour. This study investigates the direct impact of customer motivations (hedonistic/utilitarian) on consumers' propensity to engage in impulsive shopping. Additionally, this study incorporates mood as a moderating variable that is hypothesized to influence the strength of the relationship between motivation and consumer impulsive desires. Utilizing AMOS 24, the study analyzed data gathered from 410 students at Universitas Negeri Jakarta in Indonesia. The findings revealed significant positive direct effects, stating that consumer motivation (hedonistic/utilitarian) influences the urge for impulsive shopping. However, mood failed to act as a moderator. In other words, the emotional states of joy or sadness among students (irrespective of hedonistic/utilitarian inclinations) did not significantly influence the urge to buy products impulsively.

Suggested Citation

  • Ika Febrilia & Andi Muhammad Sadat & Anizah Zainuddin & Meta Bara Berutu & Destria Kurnianti, 2025. "Do You Feel Better When Buying More? The Moderating Effect of Consumer Mood on the Urge To Buy Impulsively," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 113-128.
    • Handle: RePEc:bas:econst:y:2025:i:2:p:113-128
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    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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