IDEAS home Printed from https://ideas.repec.org/a/bas/econst/y2025i4p181-208.html
   My bibliography  Save this article

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)

Author

Listed:
  • Moch Rizal
  • Lela Nurlaela Wati
  • Alfina Putri Andita
  • Rita Yuni Mulyantii

Abstract

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.

Suggested Citation

  • Moch Rizal & Lela Nurlaela Wati & Alfina Putri Andita & Rita Yuni Mulyantii, 2025. "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)," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 4, pages 181-208.
    • Handle: RePEc:bas:econst:y:2025:i:4:p:181-208
    as

    Download full text from publisher

    File URL: https://archive.econ-studies.iki.bas.bg/2025/2025_04/2025_04_010.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Shaifali Chauhan & Richa Banerjee & Vishal Dagar, 2023. "Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study," Millennial Asia, , vol. 14(2), pages 278-299, June.
    2. Barbara Seegebarth & Mathias Peyer & Ingo Balderjahn & Klaus-Peter Wiedmann, 2016. "The Sustainability Roots of Anticonsumption Lifestyles and Initial Insights Regarding Their Effects on Consumers' Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 68-99, March.
    3. Lo, Louis Yi-Shih & Lin, Sheng-Wei & Hsu, Li-Yi, 2016. "Motivation for online impulse buying: A two-factor theory perspective," International Journal of Information Management, Elsevier, vol. 36(5), pages 759-772.
    4. Goel, Pooja & Parayitam, Satyanarayana & Sharma, Anuj & Rana, Nripendra P. & Dwivedi, Yogesh K, 2022. "A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping," Journal of Business Research, Elsevier, vol. 142(C), pages 1-16.
    5. Liang, Chih-Chin & Yu, Annie Pei-I & Le, Thi Hong, 2021. "Customers focus and impulse buying at night markets," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
    7. N. Anitha, 2016. "Influence of Lifestyle on Consumer Decision Making with Special Reference to Organized Retail Formats in Chennai," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 7(1), pages 85-91, January.
    8. Lissitsa, Sabina & Kol, Ofrit, 2016. "Generation X vs. Generation Y – A decade of online shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 304-312.
    9. Ampadu, Seth & Jiang, Yuanchun & Debrah, Emmanuel & Antwi, Collins Opoku & Amankwa, Eric & Gyamfi, Samuel Adu & Amoako, Richard, 2022. "Online personalized recommended product quality and e-impulse buying: A conditional mediation analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Mirza A. Haq & Naveed R. Khan & Arsalan Mujahid Ghouri, 2014. "Measuring the Mediating Impact of Hedonic Consumption on Fashion Involvement and Impulse Buying Behavior," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 5(3), pages 50-57, September.
    11. Shavitt, Sharon & Barnes, Aaron J., 2020. "Culture and the Consumer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 40-54.
    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. Azad Moghddam, Hamed & Carlson, Jamie & Wyllie, Jessica & Mahmudur Rahman, Syed, 2024. "Scroll, Stop, Shop: Decoding impulsive buying in social commerce," Journal of Business Research, Elsevier, vol. 182(C).
    2. Gallin, Steffie & Portes, Audrey, 2024. "Online shopping: How can algorithm performance expectancy enhance impulse buying?," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    3. Xiyun Gong & Choy Leong Yee & Shin Yiing Lee & Ethan Yi Cao & Abu Naser Mohammad Saif, 2024. "Knowledge mapping of impulsive buying behavior research: a visual analysis using CiteSpace," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-18, December.
    4. Xianfeng Zhang & Yuxue Shi & Ting (Tina) Li & Yuxian Guan & Xinlei Cui, 2024. "How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal," Information Systems Frontiers, Springer, vol. 26(5), pages 1803-1834, October.
    5. Ingo Balderjahn & Dennis Appenfeller, 2023. "A Social Marketing Approach to Voluntary Simplicity: Communicating to Consume Less," Sustainability, MDPI, vol. 15(3), pages 1-17, January.
    6. Jeeva Venkatakrishnan & Ravikumar Alagiriswamy & Satyanarayana Parayitam, 2024. "Disentangling the relationship between trust, online buying, and customer satisfaction: a three-way interaction model," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 806-828, December.
    7. Short, Jeremy C. & Chandler, Jeffrey A. & Wolfe, Marcus, 2024. "Community markets and entrepreneurship: A primer," Journal of Business Venturing Insights, Elsevier, vol. 21(C).
    8. Vinh Truong, 2024. "Optimizing mobile in-app advertising effectiveness using app publishers-controlled factors," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 925-943, December.
    9. Laudien, Sven M. & Manuel Guaita Martínez, José & María Martín Martín, José, 2023. "Business models based on sharing fashion and accessories: Qualitative-empirical insights into a new type of sharing economy business models," Journal of Business Research, Elsevier, vol. 157(C).
    10. Fernandez-Lores, S. & Crespo-Tejero, N. & Fernández-Hernández, R. & García-Muiña, F.E., 2024. "Online product returns: The role of perceived environmental efficacy and post-purchase entrepreneurial cognitive dissonance," Journal of Business Research, Elsevier, vol. 174(C).
    11. Budiarto Tedja & Mochammad Musadieq & Andriani Kusumawati & Edy Yulianto, 2024. "Systematic literature review using PRISMA: exploring the influence of service quality and perceived value on satisfaction and intention to continue relationship," Future Business Journal, Springer, vol. 10(1), pages 1-9, December.
    12. Park, Jinah & Qiu, Richard T.R. & Jiao, Xiaoying & Song, Haiyan, 2024. "Reference-dependence in multi-destination choice: A heterogeneous reference point perspective," Annals of Tourism Research, Elsevier, vol. 109(C).
    13. Hallikainen, Heli & Luongo, Milena & Dhir, Amandeep & Laukkanen, Tommi, 2022. "Consequences of personalized product recommendations and price promotions in online grocery shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    14. Alpaslan Kelleci & Oğuz Yıldız, 2021. "A Guiding Framework for Levels of Sustainability in Marketing," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    15. Yue Huang & Lu Suo, 2021. "Factors Affecting Chinese Consumers’ Impulse Buying Decision of Live Streaming E-Commerce," Asian Social Science, Canadian Center of Science and Education, vol. 17(5), pages 1-16, May.
    16. Munten, Pauline & Swaen, Valérie & Vanhamme, Joëlle, 2024. "Exploring rebound effects in Access-Based services (ABS)," Journal of Business Research, Elsevier, vol. 182(C).
    17. Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.
    18. Kaklauskas, A. & Zavadskas, E.K. & Banaitis, A. & Meidute-Kavaliauskiene, I. & Liberman, A. & Dzitac, S. & Ubarte, I. & Binkyte, A. & Cerkauskas, J. & Kuzminske, A. & Naumcik, A., 2018. "A neuro-advertising property video recommendation system," Technological Forecasting and Social Change, Elsevier, vol. 131(C), pages 78-93.
    19. Hüttel, Alexandra & Balderjahn, Ingo & Hoffmann, Stefan, 2020. "Welfare Beyond Consumption: The Benefits of Having Less," Ecological Economics, Elsevier, vol. 176(C).
    20. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.

    More about this item

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • 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:4:p:181-208. 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.