The influence of low self-control, fear of missing out online reviews, hedonic motivations, materialism, and price value on impulsive buying through impulsiveness of social networks and positive attitude toward targeted advertising among young Shopee consumers in Indonesia

Cut Tamara Falajunah () and Citra Kusuma Dewi ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 7, 1390-1400

Abstract: This study explores the phenomenon of impulsive buying among Generation Z Shopee users in Indonesia, focusing on the influence of psychological and social factors. A quantitative, causal research design was employed, with data collected from 300 respondents through an online survey. The analysis utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 to evaluate both the measurement and structural models, ensuring the validity and reliability of the instruments. The findings reveal that low self-control, fear of missing out (FOMO), and materialism significantly influence impulsive buying behavior. Social network impulsiveness and positive attitudes toward targeted advertising served as important mediators. Hedonic motivation, online reviews, and perceived price value also had substantial effects, although FOMO and perceived price value were not directly significant. Digital media plays a crucial role in shaping impulsive buying behavior, with internal psychological factors amplifying these effects through social media platforms and personalized advertisements. This research offers valuable insights for marketers targeting Generation Z consumers, emphasizing the need for responsible advertising that accounts for psychological triggers. It also underscores the importance of digital literacy and emotional regulation in consumer decision-making.

Keywords: FOMO; Impulsive buying; Low self-control; Social media; Targeted advertising. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://learning-gate.com/index.php/2576-8484/article/view/8923/2966 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ajp:edwast:v:9:y:2025:i:7:p:1390-1400:id:8923

Access Statistics for this article

More articles in Edelweiss Applied Science and Technology from Learning Gate
Bibliographic data for series maintained by Melissa Fernandes ().