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October 20, 2025Jurnal Informatika Ekonomi BisnisOpen Access

The Impact of Hedonic Shopping Motivation, Live Streaming, and Flash Sales on Impulse Buying Behavior: A Study of Shopee E-Commerce Users in Semarang

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Authors

IIIstihabil ImamahEZEdwin ZusronyLALuthfy Purnanta Anzie

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Overview

Quantitative research reveals hedonic shopping motivation and flash sales drive impulse buying among millennials on Shopee.

Key Points

  • Impulse buying behavior is significantly influenced by hedonic shopping motivation, live streaming, and flash sales.
  • Thirty-six respondents aged 18 to 35 participated, providing data through an online questionnaire with a 5-Likert scale.
  • This study employed multiple linear regression analysis through SmartPLS software for data evaluation.
  • Findings suggest that hedonic shopping motivation and live streaming can effectively enhance impulse purchases in e-commerce.

Cite This Study

Imamah et al. (2025) studied this question.

synapsesocial.com/papers/68f6196ee0bbbc94fac363dfhttps://doi.org/10.37034/infeb.v7i3.1272
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