The Effect of Time Scarcity Promotion, Shopping Motives and E-WoM on Impulse Buying Behavior of Shopee Consumers in Manado City
M. Yavi N. Ahmad, Silvya L. Mandey. International Journal on Economics, Finance and Sustainable Development, 5 (2):
89-103(February 2023)
Abstract
This study aims to identify and analyze the effect of Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM on Impulse Buying behavior. The number of samples in this study was 100 respondents, collecting data using a questionnaire. The quantitative analysis method used is validity, reliability, classical assumptions and multiple regression using the SPSS 25 application. Shopee is an E-Commerce platform that offers a variety of attractive programs to attract more consumers. Along with the progress of E-Commerce, Impulse Buying behavior in society has developed. The results of the study show that simultaneously Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM have a positive and significant effect on Impulse Buying behavior. Then partially each variable Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives has a positive and significant effect on Impulse Buying behavior, while E-WoM partially has a positive and insignificant effect.
%0 Journal Article
%1 noauthororeditor
%A Yavi N. Ahmad, Silvya L. Mandey, Merinda HC Pandowo
%D 2023
%J International Journal on Economics, Finance and Sustainable Development
%K Buying Hedonic, Impulse MotivesE-WOM, Promotion, Scarcity Shopping Time Utilitarian,
%N 2
%P 89-103
%T The Effect of Time Scarcity Promotion, Shopping Motives and E-WoM on Impulse Buying Behavior of Shopee Consumers in Manado City
%U https://journals.researchparks.org/index.php/IJEFSD/article/view/4031/3801
%V 5
%X This study aims to identify and analyze the effect of Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM on Impulse Buying behavior. The number of samples in this study was 100 respondents, collecting data using a questionnaire. The quantitative analysis method used is validity, reliability, classical assumptions and multiple regression using the SPSS 25 application. Shopee is an E-Commerce platform that offers a variety of attractive programs to attract more consumers. Along with the progress of E-Commerce, Impulse Buying behavior in society has developed. The results of the study show that simultaneously Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM have a positive and significant effect on Impulse Buying behavior. Then partially each variable Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives has a positive and significant effect on Impulse Buying behavior, while E-WoM partially has a positive and insignificant effect.
@article{noauthororeditor,
abstract = {This study aims to identify and analyze the effect of Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM on Impulse Buying behavior. The number of samples in this study was 100 respondents, collecting data using a questionnaire. The quantitative analysis method used is validity, reliability, classical assumptions and multiple regression using the SPSS 25 application. Shopee is an E-Commerce platform that offers a variety of attractive programs to attract more consumers. Along with the progress of E-Commerce, Impulse Buying behavior in society has developed. The results of the study show that simultaneously Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives and E-WoM have a positive and significant effect on Impulse Buying behavior. Then partially each variable Time Scarcity Promotion, Hedonic Shopping Motives, Utilitarian Shopping Motives has a positive and significant effect on Impulse Buying behavior, while E-WoM partially has a positive and insignificant effect.},
added-at = {2023-07-08T14:25:55.000+0200},
author = {{Yavi N. Ahmad, Silvya L. Mandey}, Merinda HC Pandowo},
biburl = {https://www.bibsonomy.org/bibtex/2ab365b450b8b9a069326b78a2b2764c0/researchpark_20},
interhash = {68ea51e736344e3a16fb4abab5df5158},
intrahash = {ab365b450b8b9a069326b78a2b2764c0},
issn = {2620-6269},
journal = {International Journal on Economics, Finance and Sustainable Development},
keywords = {Buying Hedonic, Impulse MotivesE-WOM, Promotion, Scarcity Shopping Time Utilitarian,},
language = {english},
month = feb,
number = 2,
pages = {89-103},
timestamp = {2023-07-08T14:25:55.000+0200},
title = {The Effect of Time Scarcity Promotion, Shopping Motives and E-WoM on Impulse Buying Behavior of Shopee Consumers in Manado City},
url = {https://journals.researchparks.org/index.php/IJEFSD/article/view/4031/3801},
volume = 5,
year = 2023
}