The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce

The purpose of this study is to analyze the direct and indirect influence of online shopping motivation and product browsing on impulsive buying, where product browsing as a mediation variable between online shopping motivation and impulsive buying. This study is quantitative. Questionnaires were distributed to women who have purchased fashion product in social commerce, i.e., Instagram as the target respondents. Using a convenience sampling technique, a total sample of 300 respondents were obtained. Hypotheses were tested using Structural Equation Model (SEM). The results showed that online shopping motivation on hedonic motivation variable has a significantly direct effect on product browsing and impulsive buying, while utilitarian motivation variable has significantly direct effect only on product browsing. Other than that the product browsing variable has a significantly direct effect on impulsive buying and it's mediating between online shopping motivation and impulsive buying.