The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce

Zakaria Wahab, Muchsin Saggaf Shihab, Agustina Hanafi, Hera Febria Mavilinda Zakaria Wahab
Muchsin Saggaf Shihab
Agustina Hanafi
Hera Febria Mavilinda

Abstract


The purpose of this study is to analyze the direct and indirect influence of online
shopping motivation and product browsing on impulsive buying, where product
browsing as a mediation variable between online shopping motivation and impulsive
buying. This study is quantitative. Questionnaires were distributed to women who
have purchased fashion product in social commerce, i.e., Instagram as the target
respondents. Using a convenience sampling technique, a total sample of 300
respondents were obtained. Hypotheses were tested using Structural Equation Model
(SEM). The results showed that online shopping motivation on hedonic motivation
variable has a significantly direct effect on product browsing and impulsive buying,
while utilitarian motivation variable has significantly direct effect only on product
browsing. Other than that the product browsing variable has a significantly direct
effect on impulsive buying and it's mediating between online shopping motivation
and impulsive buying.


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DOI: http://dx.doi.org/10.29406/jmm.v14i1.1030

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