The Effect of Consumer Traits and Situational Factors on Online Impulsive Buying of Shopee Consumers in Surabaya During the Covid-19 Pandemic

Felisca Chelone, Indarini () and Dudi Anandya
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Felisca Chelone: University of Surabaya
Indarini: University of Surabaya
Dudi Anandya: University of Surabaya

A chapter in Proceedings of the 20th International Symposium on Management (INSYMA 2023), 2024, pp 350-356 from Springer

Abstract: Abstract There are more and more internet users in Indonesia during the Covid-19 pandemic and people’s shopping behavior has changed from offline to online. Many retail stores are expanding their market share by adding online stores. People who are increasingly consumptive during the Covid-19 pandemic have created a new habit of online impulsive shopping. This research was conducted on Shopee consumers in Surabaya and aims to determine and analyze the influence of consumer traits and situational factors on the desire to shop impulsively on the Shopee platform. These factors include the influence of impulsive buying, shopping enjoyment, consumer mood, person’s situation, website quality, retailer motivational activities, and product attributes on online impulsive buying behavior. The data from this study involved 339 respondents who were analyzed using the SEM (Structural Equation Modeling) method. The results show that three accepted hypotheses are accepted: impulsive buying tendency, consumer mood, and motivational activities by retailers on online impulsive buying.

Keywords: online impulsive buying; consumer traits; situational factors; Covid-19 pandemic (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-244-6_53

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