Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)

<Previous Article In Volume
Next Article In Volume>

Impulse Buying Behavior Among Female Shoppers in Shopee: Effects of Price, Hedonic Shopping Motivation, Utilitarian Shopping Motivation and Promotion

Authors
Yunita Kristin Hutagaol1, *, Rahmat Hidayat1
1Batam State Polytechnic, Ahmad Yani, Batam City, Riau Islands, 29462, Indonesia
*Corresponding author. Email: yunitakristin120@gmail.com
Corresponding Author
Yunita Kristin Hutagaol
Available Online 31 December 2024.
DOI
10.2991/978-94-6463-640-6_38How to use a DOI?
Keywords
Price; Hedonic Shopping Motivation; Utilitarian Shopping Motivation; Promotion; Impulse Buying
Abstract

This study aims to analyze impulse buying behavior among female shoppers in the Shopee application: the effects of price, hedonic shopping motivation, utilitarian shopping motivation and promotion. This study uses a quantitative approach with the Structural Equation Modeling Partial Least Square (SEM-PLS) method. Respondents as many as 407 people were randomly selected from active female users in the Shopee application throughout Indonesia. The results of this study state that Hedonic Shopping Motivation (HSM) and Promotion have a positive and significant influence on Impulse Buying in female Shopee users, while Price and Utilitarian Shopping Motivation (USM) have a negative and insignificant influence on Impulse Buying (IB) in female Shopee users. This study proves that impulse buying behavior among female shoppers at Shopee can be influenced by hedonic motivation and promotions when shopping at Shopee and is not too concerned with the products purchased as needed and the price offered is appropriate when shopping.

Copyright
© 2025 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.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-640-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-640-6_38How to use a DOI?
Copyright
© 2025 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.

Cite this article

risenwbib
TY  - CONF
AU  - Yunita Kristin Hutagaol
AU  - Rahmat Hidayat
PY  - 2024
DA  - 2024/12/31
TI  - Impulse Buying Behavior Among Female Shoppers in Shopee: Effects of Price, Hedonic Shopping Motivation, Utilitarian Shopping Motivation and Promotion
BT  - Proceedings of the  Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)
PB  - Atlantis Press
SP  - 513
EP  - 525
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-640-6_38
DO  - 10.2991/978-94-6463-640-6_38
ID  - Hutagaol2024
ER  -