Understanding Impulsive Buying Behavior in Marketplace

Didit Darmawan · John Gatheru

54 citations0/0 files storedJournal of Social Science Studies (JOS3)

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

In the world, especially in Indonesia, e-commerce as a trading system using internet media has developed rapidly. Marketplaces such as Shopee, Blibli, Lazada, Tokopedia, Bukalapak, and others have contributed to improving online shopping behavior in Indonesia. Online trading transactions are also increasing and becoming a trend in society. Impulsive buying behavior arises as a result of the existence of an easy and practical online shopping system. This study aims to determine the effect of security, ease of use and trust on impulsive buying behavior. The population in this study were consumers who had made online purchases at Shopee and the sample was taken by purposive sampling of 100 people. The analysis tool uses multiple linear analysis. The results showed that the security variable had a significant and dominant positive effect on impulsive buying behavior; (2) ease of use has a significant effect on impulsive buying behavior; (3) trust has a significant effect on impulsive buying behavior. In addition, simultaneously, the three independent variables also have a significant influence on impulsive buying behavior at shopees.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 1995An Integrative Model of Organizational Trust 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 2000E-commerce: the role of familiarity and trust 1999Building consumer trust online 1987The Buying Impulse 2003Factors influencing the usage of websites: the case of a generic portal in The Netherlands

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