Determinant Factor Affecting Impulsive Buying Behavior of Fashion Products in E-Commerce

Jurnal Organisasi dan Manajemen Pub Date : 2023-12-14 DOI:10.33830/jom.v19i2.6253.2023

F. Augustinah, Christina Yanita Setyawati, A. Sudirman

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Abstract

Purpose – This research aimed to analyze determinant factors influencing impulsive buying behavior of fashion products in E-Commerce. Methodology – Research instruments and quantitative data analysis were adopted for predetermined testing. The data was gathered using documentation instruments and the distribution of online questionnaires. The foundation for selecting the sample was oriented towards a non-probability sampling method using a purposive sampling formula. This research comprised a sample of 200 consumers who made buying of fashion products through E-Commerce. Findings – The results showed that celebrity endorser, fashion involvement, and shopping lifestyle positively and significantly affected impulsive buying. Meanwhile, sales promotion had a positive and insignificant effect on impulsive buying. Originality – The interaction between shopping lifestyle and fashion involvement formed very high impulsive buying patterns on E-Commerce. These two concepts were interrelated and strengthened each other. Consumers with a shopping lifestyle driven by high fashion involvement might be prone to impulsive buying, specifically when there was a stimulus related to fashion preferences and trends.

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影响电子商务中时尚产品冲动性购买行为的决定因素

目的--本研究旨在分析影响电子商务中时尚产品冲动性购买行为的决定性因素。方法--采用研究工具和定量数据分析进行预先确定的测试。数据收集使用了文献工具和在线问卷调查。选择样本的基础是使用目的性抽样公式的非概率抽样方法。研究结果 - 结果表明，名人代言人、时尚参与度和购物生活方式对冲动性购买有积极而显著的影响。独创性 - 购物生活方式和时尚参与之间的相互作用形成了非常高的电子商务冲动性购买模式。这两个概念相互关联，相互促进。受高时尚参与度驱动的购物生活方式的消费者可能容易冲动购买，特别是当出现与时尚偏好和趋势相关的刺激时。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Jurnal Organisasi dan Manajemen

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