EconPapers    
Economics at your fingertips  
 

Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications

Juanim Juanim, Erik Syawal Alghifari and Bayu Indra Setia

Cogent Business & Management, 2024, vol. 11, issue 1, 2428779

Abstract: This research explores the mediating role of hedonic motives in the relationship between online advertising stimulus and impulse buying behavior among online shoppers in West Java, Indonesia. Using a quantitative survey method, data were collected from 330 respondents. Conditional process analysis with SPSS and the PROCESS macro were used to analyze the data. The results show that advertising can influence impulse purchases by stimulating emotional and hedonic motives, challenging traditional persuasive theory. Additionally, the moderating effects of gender and age indicate the need to consider demographic factors in understanding and designing effective digital marketing strategies. The findings provide practical guidance for marketers and e-commerce platforms to encourage impulse purchases through targeted, emotionally compelling advertising that taps into consumers’ hedonic motivations, while accounting for individual differences.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2428779 (text/html)
Access to full text is restricted to subscribers.

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:taf:oabmxx:v:11:y:2024:i:1:p:2428779

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2428779

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().

 
Page updated 2025-03-20
Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2428779