Gen Z's Shopping Adventure: How Hedonic Shopping Motivation and Price Discount Influence Gen Z on Shopee in Impulse Purchases through Positive Emotions

Rafid Averroes

doi:10.17977/um042v27i3p137-155

Gen Z's Shopping Adventure: How Hedonic Shopping Motivation and Price Discount Influence Gen Z on Shopee in Impulse Purchases through Positive Emotions

Rafid Averroes

Abstract

This study examines the impact of hedonic shopping motivation and price discounts on impulse purchases through positive emotions on the Shopee e-commerce platform in generation Z. By collecting data from 223 generation Z respondents using a quantitative survey method, this study used SEM-SmartPLS to analyze the results. The research findings show that both hedonic shopping motivation and price discounts contribute to consumers' tendency to make impulse purchases. In addition, positive emotions also act as a partial mediator in the relationship between shopping motivation and price discounts with impulse purchases. For future research, it is recommended to explore more deeply about impulse buying on various individual characteristics by considering additional factors such as affective and cognitive reactions to shopping stimulus and discounts. Thus, future research can provide a more comprehensive understanding of impulse buying behavior in the context of hedonic shopping motivation and price discounts

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DOI: http://dx.doi.org/10.17977/um042v27i3p137-155