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Understanding Online Purchase Behaviour Through Digital Innovation: Gender and the Mediating Role of Compulsive Buying Intention and the Moderating Effect of Innovation Context

Author

Listed:
  • Hassad Hassan

    (Universiti Malaysia Perlis, Uniciti alam Campus of Unimap, 02100 Padang Besar, Perlis)

  • Sahadah Haji Abdullah

    (Universiti Utara Malaysia, 06010 Sintok, Kedah)

Abstract

E commerce represents a cutting edge area of digital transformation that is changing the ways consumers in emerging markets evaluate value and decide what to buy. This research examines how e commerce, behavioural triggers, and materialistic values interact to drive online purchase behaviour (OPB), with compulsive buying intention (CBI) acting as a mediator and the wider digital innovation environment serving as a moderator. Using the Stimulus–Organism–Response (S–O–R) theoretical lens, the study gathered data via an online questionnaire from 370 Malaysian respondents aged 18–40 who regularly use a social commerce platform. Partial least squares structural equation modelling (PLS SEM) results indicate that both e commerce features and behavioural stimuli are strong predictors of OPB (e commerce β = 0.37, p

Suggested Citation

  • Hassad Hassan & Sahadah Haji Abdullah, 2026. "Understanding Online Purchase Behaviour Through Digital Innovation: Gender and the Mediating Role of Compulsive Buying Intention and the Moderating Effect of Innovation Context," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 10(6), pages 693-714, June.
    • Handle: RePEc:bcp:journl:v:10:y:2026:i:6:p:693-714
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