Shopping Lifestyles and Impulse Buying in Emerging Markets: A Study of Hedonic Consumers

Teti Rohayati (), Nopriadi Saputra, Albert and Reynardi
Additional contact information
Teti Rohayati: Bina Nusantara University, Business Management Program, Management Department, BINUS Business School Undergraduate Program
Nopriadi Saputra: Bina Nusantara University, Business Management Program, Management Department, BINUS Business School Undergraduate Program
Albert: Bina Nusantara University, Business Management Program, Management Department, BINUS Business School Undergraduate Program
Reynardi: Bina Nusantara University, Business Management Program, Management Department, BINUS Business School Undergraduate Program

A chapter in Entrepreneurship and Human-Centric Business Strategies for Social and Economic Resilience, 2026, pp 1203-1218 from Springer

Abstract: Abstract In the digital era, rapid technological growth has reshaped consumer lifestyles, especially in online shopping behavior. Shopee, one of Indonesia’s largest e-commerce platforms, provides a relevant context to examine how emotional and lifestyle-driven factors influence impulsive purchases. This study investigates the effects of hedonic shopping motivation and shopping lifestyle on impulse buying among Shopee users. Using a quantitative design, data were collected from 138 active users aged 16 to 25. The analysis, conducted using partial least squares structural equation modeling (PLS-SEM), reveals that hedonic motivation significantly drives impulse buying, shopping lifestyle also significantly influences impulse buying, and hedonic motivation positively affects shopping lifestyle. Prior studies on hedonic consumption and impulse buying have been predominantly conducted in developed countries, leaving a gap in understanding how these behaviors manifest in emerging markets like Indonesia. This study addresses that gap by focusing on Indonesian consumers within Shopee’s ecosystem—a platform with region-specific features that amplify impulsive tendencies. It also applies an established behavioral model in a culturally distinct and underexplored context, offering both theoretical contribution and practical insights for digital marketing strategies.

Keywords: Hedonic Shopping Motivation; Shopping Lifestyle; Impulse Buying; E-commerce (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-981-95-6415-6_74

Ordering information: This item can be ordered from
http://www.springer.com/9789819564156

DOI: 10.1007/978-981-95-6415-6_74

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().