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The Effect of Consumer Traits and Situational Factors on Online Impulsive Buying of Shopee Consumers in Surabaya During the Covid-19 Pandemic

In: Proceedings of the 20th International Symposium on Management (INSYMA 2023)

Author

Listed:
  • Felisca Chelone

    (University of Surabaya)

  • Indarini

    (University of Surabaya)

  • Dudi Anandya

    (University of Surabaya)

Abstract

There are more and more internet users in Indonesia during the Covid-19 pandemic and people’s shopping behavior has changed from offline to online. Many retail stores are expanding their market share by adding online stores. People who are increasingly consumptive during the Covid-19 pandemic have created a new habit of online impulsive shopping. This research was conducted on Shopee consumers in Surabaya and aims to determine and analyze the influence of consumer traits and situational factors on the desire to shop impulsively on the Shopee platform. These factors include the influence of impulsive buying, shopping enjoyment, consumer mood, person’s situation, website quality, retailer motivational activities, and product attributes on online impulsive buying behavior. The data from this study involved 339 respondents who were analyzed using the SEM (Structural Equation Modeling) method. The results show that three accepted hypotheses are accepted: impulsive buying tendency, consumer mood, and motivational activities by retailers on online impulsive buying.

Suggested Citation

  • Felisca Chelone & Indarini & Dudi Anandya, 2024. "The Effect of Consumer Traits and Situational Factors on Online Impulsive Buying of Shopee Consumers in Surabaya During the Covid-19 Pandemic," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 20th International Symposium on Management (INSYMA 2023), pages 350-356, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-244-6_53
    DOI: 10.2991/978-94-6463-244-6_53
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