The influence of online shopping motivation and product browsing toward impulsive buying of fashion products on a social commerce

Abstract

The purpose of this study is to analyze the direct and indirect influence of online shopping motivation (i.e hedonic and utilitarian motivation), and product browsing on impulsive buying, where product browsing as a mediation variable between online shopping motivation and impulsive buying. This study is quantitative in nature. Questionnaires were distributed to women who have purchased fashion product in social commerce i.e instagram as the target respondents. The type of research used for this study is causal research. Using a convenience sampling technique with non-probability sampling design, a total sample of 300 respondents were obtained. Hypotheses were tested using Structural Equation Model (SEM). The model development of this research applies second-order confirmatory factor (SOCF) technique which is two-level measurement model and estimation method used is Maximum Likelihood Estimation (MLE). The results showed that online shopping motivation on hedonic motivation variable has significantly direct effect on product browsing and impulsive buying, while utilitarian motivation variable has significantly direct effect only on product browsing. Other than that the product browsing variable has significantly direct effect on impulsive buying. In addition, online shopping motivation has indirect influence through product browsing on impulse buying meaning that the variable of product browsing is the variable that mediates between online shopping motivation and impulsive buying.