The Effect of Consumer Intrinsic Factors on Impulsive Buying Behavior in Online Marketplace: Case Study of Shopee Consumers

Abstract

With the fast expansion of online purchasing, particularly in the online marketplace, a better knowledge of impulsive online purchases is becoming increasingly crucial. Using Shopee customers as a case study, this study examines the impact of elements in an intrinsic factor, such as personality traits, shopping enjoyment tendency, cultural traits, materialism, and impulsive buying tendency, on impulsive buying behavior in online marketplaces. The data processing and analysis methodologies in this study used PLS-SEM method. The online questionnaire was utilized to collect data from 273 consumers aged 18 and above who had or are presently using the Shopee online marketplace. A convenience sample approach was used to collect the sampling data. According to the findings of the PLS-SEM analysis, five of the ten hypotheses examined were accepted and had a significant influence on the variables. The intrinsic variables of consumer personality trait neuroticism, personality trait conscientiousness, shopping enjoyment tendency, materialism, and impulsive buying tendency all have a substantial impact on impulsive buying behavior. In addition, the findings include 5 hypotheses that were rejected. This research has managerial implications, including numerous activities for online marketplace marketing to define the target market and stimulate impulsive purchase behavior in customers based on their intrinsic factors.