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Consumer impulsive buying in e-commerce platform: Perceived value and discrete emotions

Author

Listed:
  • Siti Muthmainah

    (Mulawarman University)

  • Herning Indriastuti

    (Mulawarman University)

Abstract

This study aims to examine the influence of positive emotions on hedonic value, positive emotions on impulsive buying, negative emotions on hedonic value, negative emotions on impulsive buying, hedonic value on impulsive buying, positive emotions in hedonic value on impulsive buying, and negative emotions in hedonic value on impulsive buying in e-commerce platform. A quantitative approach was applied in this research, and data were collected through questionnaires distributed to 200 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that positive emotions has a significant effect on hedonic value and not significant on impulsive buying, negative emotions has a significant effect on hedonic value and impulsive buying, hedonic value has a significant effect on impulsive buying, and both positive emotions and negative emotions in hedonic value has a significant effect on impulsive buying.

Suggested Citation

  • Siti Muthmainah & Herning Indriastuti, 2026. "Consumer impulsive buying in e-commerce platform: Perceived value and discrete emotions," Priviet Social Sciences Journal, Privietlab Research Center, vol. 6(7), pages 503-519, July.
    • Handle: RePEc:prv:pssjpv:1841
    DOI: 10.55942/pssj.v6i7.1841
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