The Influence of User-Generated Content, Conspicuous Consumption, and Flash Sales on Impulsive Buying Behavior E-Commerce with Pay Later as a Moderation Variable


Authors : Zihad Akbar Karyadi; Sulhaini; Lalu Edy Herman Mulyono

Volume/Issue : Volume 8 - 2023, Issue 12 - December

Google Scholar : https://tinyurl.com/2d8vhczt

Scribd : https://tinyurl.com/mrwu9bs6

DOI : https://doi.org/10.5281/zenodo.10401393

Abstract : This study examines how flash sales, conspicuous spending, and user-generated content affect impulsive purchases in e-commerce, using pay later as a moderation variable. This kind of research uses an associative-causal methodology and is quantitative in nature. The study's population consists of an unidentified number of Indonesians who regularly purchase online. In this study, 100 participants served as samples. Non- probability sampling was the method employed for sampling in this investigation. Using SMART PLS 4.0 software, a Structural Equation Model (SEM) technique based on partial Least Square (PLS) was applied for data analysis in this study. The results prove that (1) User- generated content has a significant effect on impulsive buying. (2) Conspicuous consumption has no significant effect on impulsive buying. (3) Flash sales have a significant effect on impulsive buying. (4) Pay later does not strengthen the influence of user-generated content on impulsive buying. (5) Pay later strengthens the influence of conspicuous consumption on impulsive buying. (6) Pay later strengthens the influence of flash sales on impulsive buying.

Keywords : Consumer Behavior, Impulse Buying, User- Generated Content, Conspicuous Consumption, Flash Sale, Pay Later.

This study examines how flash sales, conspicuous spending, and user-generated content affect impulsive purchases in e-commerce, using pay later as a moderation variable. This kind of research uses an associative-causal methodology and is quantitative in nature. The study's population consists of an unidentified number of Indonesians who regularly purchase online. In this study, 100 participants served as samples. Non- probability sampling was the method employed for sampling in this investigation. Using SMART PLS 4.0 software, a Structural Equation Model (SEM) technique based on partial Least Square (PLS) was applied for data analysis in this study. The results prove that (1) User- generated content has a significant effect on impulsive buying. (2) Conspicuous consumption has no significant effect on impulsive buying. (3) Flash sales have a significant effect on impulsive buying. (4) Pay later does not strengthen the influence of user-generated content on impulsive buying. (5) Pay later strengthens the influence of conspicuous consumption on impulsive buying. (6) Pay later strengthens the influence of flash sales on impulsive buying.

Keywords : Consumer Behavior, Impulse Buying, User- Generated Content, Conspicuous Consumption, Flash Sale, Pay Later.

Never miss an update from Papermashup

Get notified about the latest tutorials and downloads.

Subscribe by Email

Get alerts directly into your inbox after each post and stay updated.
Subscribe
OR

Subscribe by RSS

Add our RSS to your feedreader to get regular updates from us.
Subscribe