The Role of Positive Emotions in Mediation the Influence of Fashion Involvement, Shopping Lifestyle on E-Impulse Buying (Empirical Evidence in Generation X, Y, Z)

This study analyzes the role of positive emotions in mediating the influence of fashion involvement and shopping lifestyle on impulse buying behaviour in Indonesia. The findings reveal that higher levels of fashion involvement and an active shopping lifestyle are linked to stronger positive emotions, which drive impulse buying. Companies should continue innovating to create unique and trend-setting fashion products that resonate with consumers, particularly Generation Z, to encourage hedonic shopping and spur impulse buying. The social implications of this trend highlight a growing emphasis on instant gratification and self-expression through fashion. Unlike previous studies, this research explores impulsive buying behaviour across Generation X, Y, and Z, offering new insights into how different age groups respond to fashion-related stimuli in the digital marketplace. These findings are particularly relevant for social commerce, web developers, and online retailers aiming to optimize their platforms and marketing strategies to enhance product sales.