Positive Emotions as Mediation Between Hedonic Shopping Motivations on Impulsive Buying Behavior of E-Commerce in Indonesia

Leni Cahyani, Dandy Marcelino


In this modern age, the quick internet network indirectly produces a new phenomenon and lifestyle for those who frequently use the internet network. In this new era, enterprises or businesses that use the internet network are the birth of e-commerce. One example of e-commerce is the establishment of a marketplace or online store that introduces a new phenomena or a new way of life to the general public, namely online shopping. One of the Indonesian people's characteristics is a lack of planning (impulse buying). Impulse purchasing is defined as a strong want to acquire something right away that is more emotional than rational. Hedonic shopping motivation and positive emotions are two factors that might drive customers to make spontaneous purchases (impulsive buying). The elements listed above are things that might cause customers to make spontaneous purchases, and this is a fantastic chance for businesses to encourage consumers to be interested in making spontaneous purchases in e-commerce. Explanatory statistics with the SEM (Structural Equation Modeling) analytic technique are employed in this study, and the data was processed using SMART PLS 3.2.9. The researcher employed accidental sampling as sample strategy approach, resulting in 400 responses. This study finds that there are a mediating effect of positive emotional fulfillment on the relationship between hedonic shopping motivation and impulse buying, so implies that hedonic shopping motivations have indirect effect on e-commerce impulse buying through positive emotion.


Hedonic Shopping Motivation; Positive Emotions; Impulsive Buying Behavior; E-Commerce.

Full Text:



Ahmed, R. R., Streimikiene, D., Rolle, J. A., & Pham, A. D. 2020. The COVID-19 pandemic and the antecedants for the impulse buying behavior of US citizens. Journal of Competitiveness, 12(3), 5.

Ali, B. J. 2020. Impact of COVID-19 on consumer buying behavior toward online shopping in Iraq. Economic Studies Journal, 18(42), 267-280.

Andani, K., & Wahyono, W. 2018. Influence of Sales Promotion, Hedonic Shopping Motivation and Fashion Involvement Toward Impulse Buying through a Positive Emotion. Management Analysis Journal, 7(4), 448-457.

Darma, L. A., & Japarianto, E. 2014. Analisa pengaruh hedonic shopping value terhadap impulse buying dengan shopping lifestyle dan positive emotion sebagai variabel intervening pada Mall Ciputra World Surabaya. Jurnal manajemen pemasaran, 8(2), 80-89.

Devita, V. D. 2020. Report: Peta Persaingan E-Commerce Q3 2020. Retrieved from https://iprice.co.id/trend/insights/report-peta-persaingan-e-commerce-q3-2020/.

Diah, A. M., Pristanti, H., & Aspianti, R. 2019, March. The Influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer of Sogo Department Store in Samarinda. In First International Conference on Materials Engineering and Management-Management Section (ICMEMm 2018) (pp. 11-16). Atlantis Press.

Donthu, N., & Gustafsson, A. 2020. Effects of COVID-19 on business and research. Journal of business research, 117, 284-289.

Ervural, B. C., & Ervural, B. 2018. Overview of cyber security in the industry 4.0 era. In Industry 4.0: managing the digital transformation (pp. 267-284). Springer, Cham.

Gerald, B. 2018. A brief review of independent, dependent and one sample t-test. International Journal of Applied Mathematics and Theoretical Physics, 4(2), 50-54.

Hidiani, A., & Rahayu, T. S. M. 2021. Pengaruh Hedonic Shopping Motivation, Shopping Lifestyle Dan Visual Merchandising Terhadap Impulse Buying (Pada Produk Fashion Mahasiswa Universitas Muhammadiyah Purwokerto). Master: Jurnal Manajemen dan Bisnis Terapan, 1(1), 35-44.

Hulme, A. 2019. The hedonic delights of frugality: Pound store shopping in austere times. Journal of Consumer Culture, 19(4), 551-566.

Hursepuny, C. V., & Oktafani, F. 2018. Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle Terhadap Impulse Buying pada Konsumen Shopee. eProceedings of Management, 5(1).

Ittaqullah, N., Madjid, R., & Suleman, N. R. 2020. The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. Int. J. Sci. Technol. Res, 9(3), 1569-1577.

Karimi, S., & Liu, Y. L. 2020. The differential impact of “mood” on consumers’ decisions, a case of mobile payment adoption. Computers in Human Behavior, 102, 132-143.

Katsikeas, C., Leonidou, L., & Zeriti, A. 2020. Revisiting international marketing strategy in a digital era. International Marketing Review, 37(3), 405-424.

Kumar, A., & Kashyap, A. K. 2018. Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46(3), 247-263.

Labanauskaitė, D., Fiore, M., & Stašys, R. 2020. Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652.

Le Tan, T., Hieu, P. T., Van, N. T. T., & Hung, N. N. P. 2021. Research on Factors Affecting Customers' Shopping Behavior on E-Commerce Exchanges during the Covid-19 Pandemic. International Journal of Business, Management and Economics, 2(4), 251-269.

Marcelino, D., & Widodo, T. 2021. Consumer Environment Responsibility and Concern on Green Consumption: Unavailability of Eco-Product Moderation. TRIKONOMIKA, 20(2), 71-81.

Mardhiyah, R. S., & Sulistyawati, L. 2021. Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Intervening pada E-Commerce Shopee. Jurnal Analitika Bisnis, Ekonomi, Sosial dan Politik, 1(01), 9-21.

Moon, J., Choe, Y., & Song, H. 2021. Determinants of consumers’ online/ offline shopping behaviours during the COVID-19 pandemic. International journal of environmental research and public health, 18(4), 1593.

Nurlinda, R. A., & Christina, D. 2020. Peran Positive Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1), 231-244.

Nurlinda, R. A., & Christina, D. 2020. Peran Positive Emotion Sebagai Mediator Hedonic Shopping Dan Shopping Lifestyle Terhadap Impulse Buying Di Lazada. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(1), 231-244.

Nurudin, K., Mahfudz, Y., Efendi, B., & Nurhayati, E. C. 2021. Pengaruh Price Discount, Hedonic Shopping Motivation, Merchandising, dan Store Atmosphere Terhadap Impulse Buying. Jamasy: Jurnal Akuntansi, Manajemen dan Perbankan Syariah, 1(1), 71-77.

Pradiatiningtyas, D. 2019. Analisa Pengaruh Hedonic Shopping Value, Shopping Lifestyle, Dan Positive Emotion Terhadap Impulse Buying Konsumen Dalam Melakukan Pembelian Online Di Marketplace. Journal Speed-Sentra Penelitian Engineering Dan Edukasi, 11(2), 1-8.

Rahman, N. K. N. A., Abidin, S. Z., Zandi, G. R., Amin, M., & Hartani, N. H. 2018. E-commerce logistic and supply chain management: Evidence from Indonesian perspectives. Int. J Sup. Chain. Mgt Vol, 7(6), 25.

Rahmawati, A. 2018. Pengaruh Hedonic Shopping Motivation Dan Promosi Penjualan Terhadap Emosi Positif Dan Dampaknya Terhadap Pembelian Impulsif Dalam E-Commerce Berrybenka. Com (Bachelor's thesis, Jakarta: Fakultas. Ekonomi dan Bisnis Uin Syaraif Hidayatullah).

Rosário, A., & Raimundo, R. 2021. Consumer Marketing Strategy and E-Commerce in the Last Decade: A Literature Review. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 3003-3024.

Rust, R. T. 2020. The future of marketing. International Journal of Research in Marketing, 37(1), 15-26.

Salleh, F., Yatin, M., Radzi, M., Kamis, S., & Zakaria, S. 2020. Malaysian’s New Digital Initiative to Boost E-Commerce–Where We Are. International Journal of Academic Research in Business and Social Sciences, 10(11), 1138-1154.

Sarstedt, M., & Cheah, J. H. 2019. Partial least squares structural equation modeling using SmartPLS: a software review. Journal of Marketing Analytics, 7(3), 196-202.

Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. 2021. The impact of impulse buying on retail markets in Indonesia. The Journal of Asian Finance, Economics and Business, 8(3), 575-584.

Statista. 2019. Tren Pengguna E-Commerce Terus Tumbuh. Retrieved from https://databoks.katadata.co.id/datapublish/2019/10/10/tren-pengguna-e-commerce-2017-2023.

Sudarsono, J. G. 2017. Pengaruh visual merchandising terhadap impulse buying melalui positive emotion pada zara surabaya. Jurnal Manajemen Pemasaran. 11(1), 16-25.

Sundström, M., Hjelm-Lidholm, S., & Radon, A. 2019. Clicking the boredom away–Exploring impulse fashion buying behavior online. Journal of Retailing and Consumer Services, 47, 150-156.

Suryani, Y., & Rinaldy, R. 2021. Pandemic Impact of Covid-19 on Social-Economic Conditions in West Sumatera. JEJAK: Jurnal Ekonomi dan Kebijakan, 14(2), 384-397.

Susanto, H., Fang Yie, L., Mohiddin, F., Rahman Setiawan, A. A., Haghi, P. K., & Setiana, D. 2021. Revealing social media phenomenon in time of COVID-19 pandemic for boosting start-up businesses through digital ecosystem. Applied system innovation, 4(1), 6.

Taher, G. 2021. E-Commerce: advantages and limitations. International Journal of Academic Research in Accounting Finance and Management Sciences, 11(1), 153-165.

Tarka, P., Kukar-Kinney, M., & Harnish, R. J. 2022. Consumers’ personality and compulsive buying behavior: the role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802.

Utami, Y., Kendaga, J. A. F., Diantoro, A. K., & Kusmantini, T. 2021. The Influence of Hedonistic Motives, Fashion Interest, and Positive Emotions on the Impulsive Buying of Fashion Products with Sales Promotion as Moderating Variables. International Journal of Applied Business and International Management (IJABIM), 6(3), 56-69.

Van-Deursen, A. J., & Mossberger, K. 2018. Anything for anyone? A new digital divide in internet‐of‐things skills. Policy & internet, 10(2), 122-140.

Vieira, J., Frade, R., Ascenso, R., Prates, I., & Martinho, F. 2020. Generation Z and key-factors on e-commerce: A study on the portuguese tourism sector. Administrative Sciences, 10(4), 103.

Vieira, V., Santini, F. O., & Araujo, C. F. 2018. A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 35(4), 426-437.

Wahyuni, D. F., & Rachmawati, I. 2018. Hedonic Shopping Motivation Terhadap Impulse Buying. Jurnal Riset Bisnis Dan Manajemen, 11(2), 59-65.

Wong, K. K. K. 2019. Mastering partial least squares structural equation modeling (PLS-Sem) with Smartpls in 38 Hours. Bloomington: IUniverse.

Xu, X., Wu, J. H., & Li, Q. 2020. What drives consumer shopping behavior in live streaming commerce?. Journal of Electronic Commerce Research, 21(3), 144-167.

Yi, S., & Jai, T. 2020. Impacts of consumers’ beliefs, desires and emotions on their impulse buying behavior: application of an integrated model of belief-desire theory of emotion. Journal of Hospitality Marketing & Management, 29(6), 662-681.

Yu, H., Zhang, R., & Liu, B. 2018. Analysis on consumers’ purchase and shopping well-being in online shopping carnivals with two motivational dimensions. Sustainability, 10(12), 4603.

Zayusman, F., & Septrizola, W. 2019. Pengaruh Hedonic Shopping Value dan Shopping Lifestyle Terhadap Impulse Buying pada Pelanggan Tokopedia di Kota Padang. Jurnal Kajian Manajemen Dan Wirausaha, 1(1), 360-368.

DOI: https://doi.org/10.21776/ub.apmba.2023.011.03.7


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.