Impact of shopping emotion towards impulse buying in e-commerce platform

Main Article Content

Fajar Destari
Ketut Indraningrat
Maulita Nanda Nilam Putri


This empirical research aims to examine the influence of discount programs, website quality, and online reviews directly and indirectly on the impact of shopping emotion towards impulse buying on the e-commerce website. Data were purposively obtained from a total population of 130 respondents and analyzed using a Structural Equation Model (SEM). The results showed a significant positive effect on discount Programs and Website Quality on impulse buying with shopping emotions as a mediating variable. Besides, the result also showed an insignificant impact on online reviews.



Download data is not yet available.

Plum Analytics

Article Details



Akram, U., Hui, P., Kaleem K, M., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235–256.

Amsani, P. D., & Sudharto, S. (2017). Pengaruh discount dan store atmosphere terhadap perilaku impulse buying (Studi kasus pada konsumen Lottemart wholesale Semarang). Jurnal Ilmu Administrasi Bisnis, 6(4), 261-272.

Asih, R, R, D., & Pratomo, L, A. (2018). Peran mediasi e-satisfaction dan e-trust terhadap e-loyalty. Jurnal Manajemen dan Pemasaran Jasa, 11(1), 125-144.

Bae, J., Lu-Anderson, D., Fujimoto, J., & Richelieu, A. (2015). East Asian college consumer decision-making styles for sport products. Sport, Business and Management: An International Journal, 5(3), 259–275. 10.1108/SBM-11-2012-0051.

Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information and Management, 54(2), 204–217.

Chen, T., & Lee, M.-C. (2015). Personality antecedents of online buying impulsiveness. Journal of Economics, Business and Management, 3(4), 425–429.

Chen, Y. T., & Chou, T. Y. (2012). Exploring the continuance intentions of consumers for B2C online shopping: Perspectives of fairness and trust. Online Information Review, 36(1), 104–125.

Chen, Z., & Lurie, N. H. (2013). Temporal contiguity and negativity bias in the impact of online word of mouth. Journal of Marketing Research, 50(4), 463–476.

Cheung, C. M. K., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461–470.

Clemes, M. D., Gan, C., & Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21(3), 364–375.

Ferdinand, A.T. (2014). Metode Penelitian Manajemen, BP Undip.

Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439.

Ghozali, Imam. 2016. Aplikasi Analisis Multivariate dengan Program SPSS. Edisi 8.

Semarang: Universitas Diponogoro.

Gvili, Y., & Levy, S. (2016). Antecedents of attitudes toward eWOM communication: Differences across channels. Internet Research, 26(5), 1030–1051.

Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283.

Hwang, Y. M., & Lee, K. C. (2017). Using eye tracking to explore consumers’ visual behavior according to their shopping motivation in mobile environments. Cyberpsychology, Behavior, and Social Networking, 20(7), 442–447.

Jin, B., Park, J. Y., & Kim, J. (2009). Joint influence of online store attributes and offline operations on performance of multichannel retailers. Behaviour and Information Technology, 29(1), 85–96.

Kim, J., & Lennon, S. J. (2013). Effects of reputation and website quality on online consumers’ emotion, perceived risk and purchase intention: Based on the stimulus-organism-response model. Journal of Research in Interactive Marketing, 7(1), 33–56.

Kim, S., & Eastin, M. S. (2011). Hedonic tendencies and the online consumer: An investigation of the online shopping process. Journal of Internet Commerce, 10(1), 68–90.

Kotler, P., & Keller, K., L. (2016). Marketing Management, 15th Edition, Pearson Education,Inc.

Kurniawan, D., & Kunto, S. Y. (2013). Pengaruh promosi dan store atmosphere terhadap impulse buying dengan shopping emotion sebagai variabel intervening studi kasus di Matahari department store cabang supermall Surabaya. Jurnal Manajemen Pemasaran Petra, 1(2), 1–8.

Lee, M. Y., Kim, Y. K., & Lee, H. J. (2013). Adventure versus gratification: Emotional shopping in online auctions. European Journal of Marketing, 47(1), 49–70.

Ling, L, P., & Yazdanifard, R. (2015). What internal and external factors influence impulsive buying behavior in online shopping? Global JournalsInc, 15(5), 24-32.

Lin, C. A., & Xu, X. (2017). Effectiveness of online consumer reviews: The influence of valence, reviewer ethnicity, social distance and source trustworthiness. Internet Research, 27(2), 362–380.

Liu, X., Hu, J., & Xu, B. (2017). Does eWOM matter to brand extension? an examination of the impact of online reviews. Journal of Research in Interactive Marketing, 11(3), 232–245.

Liu, Y., Li, Q., Edu, T., Jozsa, L., & Negricea, I. C. (2019). Mobile shopping platform characteristics as consumer behavior determinants. Asia Pacific Journal of Marketing and Logistics.

Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837.

Lo, A. S., & Yao, S. S. (2019). What makes hotel online reviews credible? An investigation of the roles of reviewer expertise, review rating consistency and review valence. International Journal of Contemporary Hospitality Management, 31(1), 41–60.

Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711–1732.

Mudambi, S. M., & Schuff, D. (2010). What makes a helpful online review? A study of customer reviews on MIS Quarterly: Management Information Systems, 34(1), 185–200.

Shimp, T. A. (2007). Integrated Marketing Communications in Advertising and Promotion –

th (International Student) Edition. China: Thompson South-Western.

Utami, C, W. (2012). Manajemen Ritel (Strategi dan Implementasi Ritel Modern). Jakarta: Salemba Empat.

Viswanathan,V., & Jain. (2013). A dual-system approach to understanding "generation Y' decisin making. Journal of Consumer Marketing, 30(6), 484-492.

Wells, J, D., Parboteeah, D, V., & Valacich, J, S. (2011). Online impulse buying: Understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32–56.

Xia, L., Burns, A. C., & Hou, Y. (2013). Comparing online and in-store shopping behavior towards luxury goods. International Journal of Retail & Distribution Management, 41(11/12), 885-900.

Yin, D., Bond, S. D., & Zhang, H. (2014). Anxious or angry? Effects of discrete emotions on the perceived helpfulness of online reviews. MIS Quarterly, 38(2), 539–560.

Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: The role of browsing and impulsiveness. Internet Research, 28(3), 522–543.