IDEAS home Printed from https://ideas.repec.org/a/bas/econst/y2025i2p113-128.html
   My bibliography  Save this article

Do You Feel Better When Buying More? The Moderating Effect of Consumer Mood on the Urge To Buy Impulsively

Author

Listed:
  • Ika Febrilia
  • Andi Muhammad Sadat
  • Anizah Zainuddin
  • Meta Bara Berutu
  • Destria Kurnianti

Abstract

In the contemporary landscape, impulsive consumer shopping behaviour has become increasingly prevalent. Numerous researchers have conducted various studies successfully elucidating the factors influencing the occurrence of this impulsive behaviour. This study investigates the direct impact of customer motivations (hedonistic/utilitarian) on consumers' propensity to engage in impulsive shopping. Additionally, this study incorporates mood as a moderating variable that is hypothesized to influence the strength of the relationship between motivation and consumer impulsive desires. Utilizing AMOS 24, the study analyzed data gathered from 410 students at Universitas Negeri Jakarta in Indonesia. The findings revealed significant positive direct effects, stating that consumer motivation (hedonistic/utilitarian) influences the urge for impulsive shopping. However, mood failed to act as a moderator. In other words, the emotional states of joy or sadness among students (irrespective of hedonistic/utilitarian inclinations) did not significantly influence the urge to buy products impulsively.

Suggested Citation

  • Ika Febrilia & Andi Muhammad Sadat & Anizah Zainuddin & Meta Bara Berutu & Destria Kurnianti, 2025. "Do You Feel Better When Buying More? The Moderating Effect of Consumer Mood on the Urge To Buy Impulsively," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 113-128.
  • Handle: RePEc:bas:econst:y:2025:i:2:p:113-128
    as

    Download full text from publisher

    File URL: http://archive.econ-studies.iki.bas.bg/2025/2025_02/2025_02_07.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Furnham, Adrian & Milner, Rebecca, 2013. "The impact of mood on customer behavior: Staff mood and environmental factors," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 634-641.
    2. Park, Eun Joo & Kim, Eun Young & Funches, Venessa Martin & Foxx, William, 2012. "Apparel product attributes, web browsing, and e-impulse buying on shopping websites," Journal of Business Research, Elsevier, vol. 65(11), pages 1583-1589.
    3. Parsad, Chandan & Prashar, Sanjeev & Vijay, T. Sai & Kumar, Mukesh, 2021. "Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Mano, Haim & Oliver, Richard L, 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 451-466, December.
    5. Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bradley, Gregory T. & LaFleur, Elizabeth K., 2016. "Toward the development of hedonic-utilitarian measures of retail service," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 60-66.
    2. repec:dau:papers:123456789/4266 is not listed on IDEAS
    3. Giacomo Del Chiappa & Giuseppe Melis & Marcello Atzeni, 2014. "Le emozioni come variabile di segmentazione e fattore di moderazione della soddisfazione in ambito museale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(4), pages 19-38.
    4. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Chiu, Hung-Chang & Hsieh, Yi-Ching & Li, Yu-Chuan & Lee, Monle, 2005. "Relationship marketing and consumer switching behavior," Journal of Business Research, Elsevier, vol. 58(12), pages 1681-1689, December.
    6. El Hedhli, Kamel & Zourrig, Haithem & Chebat, Jean-Charles, 2016. "Shopping well-being: Is it just a matter of pleasure or doing the task? The role of shopper's gender and self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 1-13.
    7. Demoulin, Nathalie & Willems, Kim, 2019. "Servicescape irritants and customer satisfaction: The moderating role of shopping motives and involvement," Journal of Business Research, Elsevier, vol. 104(C), pages 295-306.
    8. Kowalczyk, Liliana & Breugelmans, Els & Campo, Katia, 2021. "It's not there, I love it! How relevance to objective needs of an unavailable item impacts emotions, store image, and behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Jones, Michael A. & Reynolds, Kristy E. & Arnold, Mark J., 2006. "Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes," Journal of Business Research, Elsevier, vol. 59(9), pages 974-981, September.
    10. Umair Akram & Peng Hui & Muhammad Kaleem Khan & Chen Yan & Zubair Akram, 2018. "Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment," Sustainability, MDPI, vol. 10(2), pages 1-28, January.
    11. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    12. Sabakun Naher Shetu, 2025. "Determinants of generation Z consumers’ mobile online shopping apps continuance intention to use during COVID-19 and beyond—an empirical study," Future Business Journal, Springer, vol. 11(1), pages 1-18, December.
    13. Jebarajakirthy, Charles & Shankar, Amit, 2021. "Impact of online convenience on mobile banking adoption intention: A moderated mediation approach," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    14. Sangeeta Peter & Victor Anandkumar, 2016. "Deconstructing the shopping experience of tourists to the Dubai Shopping Festival," Cogent Business & Management, Taylor & Francis Journals, vol. 3(1), pages 1199109-119, December.
    15. Teck-Chai Lau & Tat-Huei Cham & David Ching-Yat Ng, 2018. "How Susceptible are Consumers in Impulse Purchasing Ready-to-Drink Products? Evidence from Malaysia," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 429-444, June.
    16. Trinh Le Tan & Khanh Nguyen Chau Ngoc & Hien Le Thi Thanh & Hoai Nguyen Thi Thu & Uyen Vo Truong Hoang, 2024. "Enhancing Repurchase Intention on Digital Platforms Based on Shopping Well-Being Through Shopping Value, Trust and Impulsive Buying," SAGE Open, , vol. 14(3), pages 21582440241, September.
    17. Fuentes, Christian & Bäckström, Kristina & Svingstedt, Anette, 2017. "Smartphones and the reconfiguration of retailscapes: Stores, shopping, and digitalization," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 270-278.
    18. Namin, Aidin & Soysal, Gonca P. & Ratchford, Brian T., 2022. "Alleviating demand uncertainty for seasonal goods: An analysis of attribute-based markdown policy for fashion retailers," Journal of Business Research, Elsevier, vol. 145(C), pages 671-681.
    19. Maggioni, Isabella & Sands, Sean & Kachouie, Reza & Tsarenko, Yelena, 2019. "Shopping for well-being: The role of consumer decision-making styles," Journal of Business Research, Elsevier, vol. 105(C), pages 21-32.
    20. Polat Can & Ilker Çetin, 2017. "A Research on the Comparison of the Effect of Benefits Obtained from Social Media Marketing to Brand Commitment in Terms of Domestic and Foreign Consumers," International Business Research, Canadian Center of Science and Education, vol. 10(2), pages 29-42, February.
    21. Garaus, Marion & Wagner, Udo & Manzinger, Sandra, 2017. "Happy grocery shopper: The creation of positive emotions through affective digital signage content," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 295-305.

    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bas:econst:y:2025:i:2:p:113-128. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Diana Dimitrova (email available below). General contact details of provider: https://edirc.repec.org/data/ikbasbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.