THE INFLUENCE OF E-COMMERCE’ MARKETING ON IMPULSIVE BUYING BEHAVIOUR

Abstract

Online impulsive buying behavior has grown in accordance with the advancement of e-commerce operations. However, despite the fact that numerous published studies have investigated some variables that influence online impulse purchase behavior, the involvement of promotional stimuli for broad diversification of products within a short period along with hedonic motivation being the moderator, as applied in e-commerce’ marketing campaign activities in Indonesia, in influencing impulsive buying behavior remains unexplored. This study, using PLS-SEM statistical method and judgemental sampling technique, is advantageous to address the influence of those marketing stimuli in generating impulsive buying behavior. A quantitative method was applied in this study, using an online questionnaire targeted at online shoppers all across Indonesia. Based on the analysis, it is found that time scarcity promotion is positively influencing online impulsive buying behavior, with or without the role of high hedonic motivation as the moderator. On the other hand, a price promotion attribute’s positive impact on online impulsive buying behavior is accepted as long as it does not involve the hedonic motivation as a moderator. The results of the research are intended to provide a better understanding of marketing stimuli in the research industry and practical recommendations to online merchants on how to promote their products more effectively to generate overall sales through impulsive purchases.