IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v11y2024i1p2419484.html
   My bibliography  Save this article

Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods

Author

Listed:
  • Shirin Istikhara Djamhari
  • Martina Dwi Mustika
  • Bertina Sjabadhyni
  • Alif Ramadian Puspa Ndaru

Abstract

The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research.

Suggested Citation

  • Shirin Istikhara Djamhari & Martina Dwi Mustika & Bertina Sjabadhyni & Alif Ramadian Puspa Ndaru, 2024. "Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2419484-241, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2419484
    DOI: 10.1080/23311975.2024.2419484
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2024.2419484
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2024.2419484?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2419484. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.