Click, Buy, Regret? Unveiling the Determinants of Impulsive Online Buying Behaviour

DOI

10.2991/978-2-38476-196-8_8How to use a DOI?

Keywords

Online Impulse Buying Behaviour; Generation Z; Hawkins Stern Theory; Price; Promotion; Motivation; Service Quality; Product Variety; Convenience

Abstract

In today's environment, business models are always changing and adapting. Every business is going online (e- commerce), and many are promoting their items on numerous online channels. Because Malaysia is one of the countries with the highest e-commerce usage, it is critical to understand what drives Generation Z to make impulsive purchases. As the e-commerce sector expands, online shopping is not only increasing in popularity worldwide, but it is also becoming an established purchase strategy. Marketers are aware that the number of people utilizing e-commerce is rapidly increasing worldwide, and they might send a reminder to potential customers to browse for things they could be interested in. As a result, it may result in impulsive buying behaviour. Therefore, the primary purpose of this study is to analyse the factors influencing online impulsive buying behaviours among Generation Z. This study employed quantitative analysis, with 150 Malaysian respondents serving as a sample. A Google Form was used to disseminate a questionnaire to the respondents. Descriptive analysis, reliability, and multiple regression tests were used to investigate the data. According to the findings of this study, price, promotion, motivation, service quality, product variety, and convenience all have a strong positive link with online impulsive buying behaviour. As a result, this study looked at the factors that induce Generation to buy products impulsively when using online platforms. This study provides useful information that has assisted Generation Z in better understanding the values and priorities that drive purchasing decisions and making well-considered purchases.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sajeetha-Madhavan
AU  - Lee-Ying Tay
PY  - 2024
DA  - 2024/01/25
TI  - Click, Buy, Regret? Unveiling the Determinants of Impulsive Online Buying Behaviour
BT  - Proceedings of the 4th International Conference on Communication, Language, Education and Social Sciences (CLESS 2023)
PB  - Atlantis Press
SP  - 79
EP  - 87
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-196-8_8
DO  - 10.2991/978-2-38476-196-8_8
ID  - 2024
ER  -