印度尼西亚穆斯林在线食品配送服务的冲动购买倾向

IF 1.2 Q4 BUSINESS
Nur Rizqi Febriandika, Cindy Puspitasari, Maziyyatul Muslimah
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引用次数: 0

摘要

本研究调查了影响印度尼西亚网购食品冲动购买行为的因素。研究通过在线调查(谷歌表单)收集了来自穆斯林社区 270 名有效受访者的数据。人口统计学分析表明,受访者主要是来自中爪哇省的年轻单身学生。研究采用了结构方程建模(SEM)技术来分析数据和检验假设。冲动购买倾向量表包括七个变量:宗教信仰、平台质量、社会影响、意向、自我控制、消费者情绪和冲动购买倾向。结果表明,自控力(β:-0.140,p 值:0.024)在减轻冲动性购买倾向方面起着至关重要的作用,而宗教信仰(β:0.304,p 值为 0.001)可以提高自控力水平。此外,平台质量(β:0.488,p 值为 0.001)对个人的冲动性购买意向有显著影响。消费者情绪(β:0.681,p 值为 0.001)是导致冲动性购买行为的最大原因。值得注意的是,自我控制可以减少冲动性购买倾向,这意味着自我控制能力越强,冲动性购买的可能性就越低。然而,社会影响(β:-0.175,p 值:0.026)对自我控制能力有负面影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Impulse buying tendency in online food delivery service among Muslims in Indonesia
This study investigates the factors influencing impulse buying behavior in online food purchases in Indonesia. The research gathered data from 270 valid respondents from the Muslim community through an online survey (Google Forms). Demographic analysis revealed a predominantly young, single-student population, primarily from Central Java. The study employed the Structural Equation Modeling (SEM) technique to analyze the data and test the hypotheses. The impulse buying tendency scale included seven variables: religiosity, platform quality, social influence, intentions, self-control, consumer mood and Impulse buying tendency. The results indicate that self-control (β: –0.140, p-value: 0.024) plays a crucial role in mitigating impulse buying tendencies whereas religiosity (β: 0.304, p-value < 0.001) can increase the level of self-control. Additionally, platform quality (β: 0.488, p-value < 0.001) significantly impacts individuals’ intention to engage in impulsive purchases. Consumer mood (β: 0.681, p-value < 0.001) is the highest cause of impulse buying behavior. Notably, self-control can reduce impulsive buying tendencies, which means that the higher the self-control ability, the lower the possibility of making impulse purchases. However, the social influence (β: –0.175, p-value: 0.026) has a negative effect on self-control.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
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