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Exploring Online Impulse Purchase Behaviour in Marketplaces: Clicks and Compulsions

Author

Listed:
  • Laila Refiana Said

    (Lambung Mangkurat University, Indonesia Author-2-Name: Muhammad Dafa Rayyandi Aham Author-2-Workplace-Name: Lambung Mangkurat University, Indonesia Author-3-Name: Yanuar Bachtiar Author-3-Workplace-Name: Sekolah Tinggi Ilmu Ekonomi Indonesia Banjarmasin, Indonesia Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

"Objective - The present study examines the impact of Trust, the Need for Arousal, and Materialism on Online Impulsive Buying Behavior. Additionally, an examination was conducted to determine if there existed any disparity in impulsive purchasing behavior between users of Tokopedia and Shopee, two of the most fiercely competitive online marketplaces in Indonesia, which made impulsive purchases. Methodology/Technique - The study collected empirical data from a sample of 192 Tokopedia and 192 users of Shopee. The questionnaires were disseminated using Google Forms. Multiple regression analysis and ANCOVA approaches were employed to examine the dataset using the SPSS program. Findings - The study indicated a favorable relationship between the Need for Arousal and Materialism and Online Impulsive Buying Behavior. However, it was found that Trust had no significant impact on Impulsive Buying Behavior. The ANCOVA analysis revealed no statistically significant distinction between Tokopedia and Shopee users. Novelty - The findings of this study provide substantial and relevant insights that contribute to the existing body of research on impulsive consumer behavior and the online marketplace industry. This study proposes enhanced ways to foster marketplaces, particularly in managing impulsive purchases, by analyzing the influence of Trust, the Need for Arousal, and Materialism. Type of Paper - Empirical"

Suggested Citation

  • Laila Refiana Said, 2024. "Exploring Online Impulse Purchase Behaviour in Marketplaces: Clicks and Compulsions ," GATR Journals jmmr337, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr337
    DOI: https://doi.org/10.35609/jmmr.2024.9.3(3)
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    References listed on IDEAS

    as
    1. Rook, Dennis W & Fisher, Robert J, 1995. "Normative Influences on Impulsive Buying Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 305-313, December.
    2. Kaufman, Bruce E., 1999. "Emotional arousal as a source of bounded rationality," Journal of Economic Behavior & Organization, Elsevier, vol. 38(2), pages 135-144, February.
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    More about this item

    Keywords

    ANCOVA; impulsive buying; materialism; need for arousal; trust.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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