One of the advantages using social commerce, especially Instagram, is display paid advertisement that are in accordance with consumer preferences or also called personalization. Previous study on effectiveness personalized advertising still shows mix result both positive and negative. Based limitations previous research, focus this research to examine analyze influence value which then affects ...

The objective of the study is to identify and measure impact factors affecting online impulse buying behavior consumers in Vietnam, specifically those living Ho Chi Minh City, Vietnam. applies theory Stimulus–Organism–Response (S-O-R) as a foundation analyze customers city, research uses quantitative methods. Data was conducted through survey 404 impulsive customers. encrypted analyzed using Sm...

The purpose of this study is to see whether there an effect price discounts and website quality on hedonic shopping motivation the discounts, impulsive buying. This type research a quantitative descriptive with sample in 100 respondents Shopee application Yogyakarta. files collection technique used Likert scale questionnaire. analytical method sobel test find out relationship through intervenin...

This study aims to determine the effect of hedonic shopping and utilitarian values on impulse buying in marketplace also role gender moderating this influence. The type research used was descriptive quantitative, namely a causal associative research. population are consumers who have shopped at marketplace. number samples taken were 150 people. sampling technique purposive technique. Data colle...

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size exceeded trillions of RMB. However, streaming also caused widespread consumer impulse-buying behaviour during development process. Therefore, based on stimulus–organism–response theory, from perspective human–computer interaction, this paper develops an impulse-purcha...

In the past five years, people are becoming more accustomed to online purchases especially due health measures taken as a response 2020 pandemic. Indonesia led all other ASEAN countries in terms of purchases. this study, we examined relationship between external stimuli and impulse buying behaviour on e-commerce platforms. We conducted an survey found that quality information, e-wallet use have...

Marketing research has suggested that the in-store stimuli such as shelf-space allocation and product assortment have great influence on customer buying behaviour and may induce sales by maximizing impulse buying and cross-selling. The previous studies, however, have ignored the effect of product price in shelf-space arrangement. That is, they study the relationship between products and their s...

Abstrak: Penelitian ini bertujuan untuk menyelidiki pengaruh sales promotion, hedonic browsing, dan impulse buying tendency terhadap pada pelanggan E-Commerce Shopee di Indonesia. merupakan penelitian kuantitatif survei. Metode pengambilan sampel dengan menggunakan purposive sampling. Data didapatkan dari penyebaran kuesioner. Sampel dalam adalah 111 responden. diolah secara statistik Structura...