IMPULSIVE BUYING BEHAVIOR IN E-COMMERCE PLATFORM: THE ROLE OF THRESHOLD OF FREE SHIPPING PROMOTION AND PRODUCT TYPE
E-Commerce has become an attractive channel for consumers to buy in this era since the advancement of technology. In addition, the rate of impulsive buying behavior in e-commerce is considered an exciting topic nowadays because many people buy impulsively in online shops. Previous research indi...
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| Format: | Theses |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/67187 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | E-Commerce has become an attractive channel for consumers to buy in this era
since the advancement of technology. In addition, the rate of impulsive buying
behavior in e-commerce is considered an exciting topic nowadays because many
people buy impulsively in online shops. Previous research indicated that sales
promotion has an impact on impulsive buying behavior. However, the specific sales
promotion of Free Shipping Promotion is still less explained in its role in impulsive
buying behavior. Interestingly, nowadays, many e-commerce platforms in
Indonesia are using this free shipping strategy to enhance their profit. This study
proposes new insight on how the Threshold of free shipping promotion type and
product type could lead consumers to buy impulsively through consumers'
emotional reaction of hedonic motivation and positive affect, using the S-O-R
model. The data was analyzed using a total of 188 who had completed
questionnaires. This study used ANOVA and Regression Analysis to assess the
model and utilized SPSS. The main results of this study clearly illustrate that the
maximum Threshold of Free Shipping type with the hedonic product led more to
consumer hedonic motivation while the minimum Threshold of free shipping type
was induced too when combined with utilitarian product. Furthermore, consumer
feelings of hedonic motivation and positive affect played an essential role in
determining the consumer's impulsive buying behavior. This study would benefit
stakeholders in using and maximizing the free shipping promotion program.
Keywords: Free Shipping, Impulsive Buying, Hedonic Motivation, Positive Affect |
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