The Impulsive Buying Behavior of H&M Products in Gen-Z: The Role of Income and Self-Esteem

Nastasya Ryoko Bonang Tessy, Setiasih Setiasih
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Abstract

Generation Z is currently the largest consumer in Indonesia; thus their values and priorities could lead to changes in consumption patterns and societal norms. This study examined the influence of income, self-esteem, and impulsive buying behavior of H&M products in Gen-Z. This research was conducted using a quantitative cross-sectional with a predictive design. Research respondents were obtained through a non-random accidental sampling of 374 Gen-Z who had made unplanned purchases of clothes from the H&M brand at least once in the past month. Data analysis was performed using correlation and multiple regression tests. The results showed that income and self-esteem could be used as predictors of impulse buying behavior. However, the income itself showed no contribution when self-esteem was controlled. Research implies that monitoring self-esteem and using interventions to increase self-esteem could help control impulse buying behavior that individuals, especially Gen-Z, usually do.
Z 世代对 H&M 产品的冲动性购买行为:收入和自尊的作用
Z 世代是印尼目前最大的消费者,因此他们的价值观和优先事项可能会导致消费模式和社会规范发生变化。本研究探讨了收入、自尊和冲动性购买 H&M 产品行为对 Z 世代的影响。本研究采用定量横截面预测设计。研究对象是通过对 374 名在过去一个月中至少有一次计划外购买 H&M 品牌服装的 "新新人类 "进行非随机抽样获得的。数据分析采用了相关检验和多元回归检验。结果显示,收入和自尊可作为冲动购买行为的预测因素。然而,在控制自尊的情况下,收入本身并无影响。研究表明,监控自尊和采取干预措施提高自尊有助于控制个人(尤其是 Z 世代)通常会出现的冲动性购买行为。
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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