Online impulse buying: The role of self-construction and online shop aesthetics

Abstract

Online impulse buying could harm someone financially and psychologically. Previous studies have identified variables that predict impulse buying, but not many of them have examined the human's self. This study aimed at investigating the roles of insecure self-engulfed self and perceived aesthetic of online shop in predicting the online impulse buying. The participants were 285 private sector employees (156 males and 129 females; Mean of the age of 27.1 years old; Standard deviation of the age of 5.9 years) in the Greater Jakarta, Indonesia. Data analysis using multiple linear regression analysis showed that empirical data supported the positive prediction hypotheses. An additional descriptive analysis applying the Terror Management Theory showed that participants with higher mortality salience tend to have more online buying experience, and they are inclined to purchase more luxurious items such as jewelry and expensive watch than participants with lower mortality salience. This study contributes to developing the interdisciplinary field of psychological science and information technology by integrating the self and the virtual medium of shopping variables as well as by recommending behavioral engineering to control online impulse buying.