How does hedonic shopping value affect impulsive buying? An empirical study on e-commerce in Indonesia

This research empirically examines the influence of hedonic shopping value on impulsive buying, with browsing and positive affect as the mediators. This research employs Partial Least Square (PLS) for analysing data. Data was gathered from online shop customers in Indonesia as the population of this research. The sample of this research are 200 Lazada. co. id visitors in Indonesia as the result of non-probability sampling using purposive sampling technique. Findings indicate that hedonic shopping value influences impulsive buying, both directly and indirectly, with browsing and positive affect as the mediators. This research suggests greater awareness regarding the importance of higher consumer hedonic shopping value, the importance of higher browsing activity, and consumers' positive affect when they shop online, in triggering impulsive buying.