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September 10, 2025Return Study of Management Economic and Bussines

Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali)

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Authors

IAI Gusti Ayu Amalia AryantiUdayana University IWI Made WardanaUdayana University ISI Gusti Agung Ketut Gede SuasanaUdayana University

Discussion

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Implication

Associative quantitative analysis shows sales promotion and price discount significantly enhance online impulsive buying in Generation Z, indicating key factors for e-commerce strategies.

Key Points

Online impulsive buying behaviour is significantly influenced by sales promotions and price discounts, enhancing shopper engagement.
Positive emotion mediates the relationship between external stimuli, such as discounts, and online impulsive buying behaviour, emphasizing emotional triggers.
Data analyzed using Partial Least Square Structural Equation Modeling method shows strong connections among the variables assessed.
The findings contribute to both the theoretical understanding of SOR framework and practical marketing strategies for e-commerce in targeting Generation Z.

Cite This Study

Aryanti et al. (2025) studied this question.

synapsesocial.com/papers/68c1ac0954b1d3bfb60e4b8d https://doi.org/10.57096/return.v4i7.382

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Implication

Associative quantitative analysis shows sales promotion and price discount significantly enhance online impulsive buying in Generation Z, indicating key factors for e-commerce strategies.

Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali)

Discussion

Member takes

Implication

Key Points

Cite This Study

Determinants of Online Impulsive Buying Behaviour in Shopee E-Commerce (Study on Generation Z in Bali)

Discussion

Member takes

Implication

Key Points

Cite This Study

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