IMPULSIVE BUYING BEHAVIOR IN E-COMMERCE PLATFORM: THE ROLE OF THRESHOLD OF FREE SHIPPING PROMOTION AND PRODUCT TYPE

• Main Author: Aria Yendola, Readdy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67187
• Institution: Institut Teknologi Bandung

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