The influence of consumer traits on impulsive buying: A study on Tokopedia users during the Covid-19 Pandemic

The e-commerce industry significantly expanded during a negative economic recession. This is because, during the COVID-19 epidemic, many countries enacted social limitations that caused various economic activities to diminish in many sectors and resulted in layoffs in various businesses because ther...

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Bibliographic Details
Published in:International journal of business ecosystem & strategy 2023-05, Vol.5 (2), p.12-20
Main Authors: Pratama K, Radhitya, Roostika, Ratna
Format: Article
Language:English
Subjects:
COVID-19
Customers
Emotions
Recessions
Shopping
Shops
Trade
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Summary:The e-commerce industry significantly expanded during a negative economic recession. This is because, during the COVID-19 epidemic, many countries enacted social limitations that caused various economic activities to diminish in many sectors and resulted in layoffs in various businesses because there was no production activity. Through consumer attributes such as impulsive buying tendencies, shopping enjoyment preferences, moods, and personal situations, this study aims to understand the factors contributing to impulsive buying. The SEM statistical method and PLS software were used to test the research model empirically. Sampling with a purpose was chosen. Two hundred legitimate respondents were used as samples to test the assumptions. First, the study found that impulsive buying patterns, moods, and situations all positively influence impulsive purchases. Second, other elements, such spending patterns, are not significant. This demonstrates that customers can enjoy looking up information about the desired goods, but it hasn't yet led customers to make impulsive purchases at online shops.
ISSN:2687-2293
2687-2293
DOI:10.36096/ijbes.v5i2.391