The effect of hedonic motivation towards online impulsive buying with the moderating effect of age

Abstract

Impulsive buying is adopted by the larger proportion of the customer's shopping tendency in brick and motor retail markets. Online merchants also try to attract customers to make online purchases, which will lead the customer to make an unplanned purchase. the hedonic motivation plays a vital role among the customers which plays a key role to change the shopping behavior of the customers to make an impulsive purchase. the study also proves the moderating effect of age between hedonistic shopping motivation and online impulsive buying. The questionnaire was circulated to the respondents, where 421 respondents responded to the survey. Andrew Hayes's process was administered to check the moderating effect of thisresearch study variables. The conclusion of the research study is the hedonic shopping motivationshows a vivacious role in the shopping behavior of the customer. With the combination of the marketing strategy and hedonic shopping motivation of the customers, several new thoughts are offered to enrich the understanding of the factors of online impulsive buying.