The Impact of Product Visualization and Emotional Triggers on Impulse Buying: Moderating Role of Previous Experience in E-Commerce Among Generation Z Consumers

Azka Hafiyan Ainurrafiq, Rinrin Ainurrafik

Abstract


This study aims to analyze the effect of product visualization and emotional triggers on impulse purchase decisions in e-commerce and to examine the role of previous experience as a moderating variable among Generation Z consumers. This research uses a quantitative survey method. A closed questionnaire with a semantic differential scale was given to 205 respondents consisting of active users of e-commerce platforms aged at least 18 years old and who have made impulse buying in the last three months. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS version 24. The results showed that product visualization and emotional triggers influence impulse purchase decisions. In addition, previous experience acts as a moderating variable that strengthens the relationship between product visualization and impulse buying. This study provides new insights into e-commerce consumer behavior in the digital era, especially among Generation Z. The implication is that marketers can design more effective visual and emotional strategies to encourage impulse buying and ensure a positive consumer experience to increase loyalty.

Keywords : Product Visualization, Emotional Trigger, Impulse Buying, Previous Experience, Generation Z

Full Text:

Download PDF

References


Bordens, K. S., & Abbott, B. B. (2021). Research Design and Methodology. In Memory Politics and Transitional Justice. https://doi.org/10.1007/978-3-030-73970-6_2

Bougie, U. S. and R. (2019). Research Methods for Business: A Skill-Building Approach. Leadership & Organization Development Journal, 34(7), 700–701. https://doi.org/10.1108/lodj-06-2013-0079

Caraka, R. E., Noh, M., Lee, Y., Toharudin, T., Yusra, Tyasti, A. E., Royanow, A. F., Dewata, D. P., Gio, P. U., Basyuni, M., & Pardamean, B. (2022). The Impact of Social Media Influencers Raffi Ahmad and Nagita Slavina on Tourism Visit Intentions across Millennials and Zoomers Using a Hierarchical Likelihood Structural Equation Model. Sustainability, 14(1), 524. https://doi.org/10.3390/su14010524

Çelik, B., & Özçelik, Ç. (2024). The Effect of Negative Emotions of Service Recipients on Negative Word of Mouth Marketing in the Health Sector. 6th International Conference on Advanced Research Methods and Analytics - CARMA 2024, 317–325. https://doi.org/10.4995/CARMA2024.2024.18193

Dawson, S., & Kim, M. (2010). Cues on apparel websites that trigger impulse buying. Journal of Fashion Marketing and Management: An International Journal, 14(2), 230–246. https://doi.org/10.1108/13612021011046084

Djafarova, E., & Bowes, T. (2021). 'Instagram made Me buy it': Generation Z impulse buying in the fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345

Ertz, M., Tandon, U., Yao Quenum, G. G., Salem, M., & Sun, S. (2022). Consumers' coping strategies when they feel negative emotions in the face of forced deconsumption during the COVID-19 pandemic lockdowns. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1018290

Ferrinadewi, E. (2024). Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior Online. Jurnal Indonesia Sosial Teknologi, 5(7), 3089–3099. https://doi.org/10.59141/jist.v5i7.1201

Floh, A., & Madlberger, M. (2013). The role of atmospheric cues in online impulse-buying behavior. Electronic Commerce Research and Applications, 12(6), 425–439. https://doi.org/10.1016/j.elerap.2013.06.001

Hair J, R, A., Babin B, & Black W. (2019). Multivariate Data Analysis.pdf. In Australia : Cengage: Vol. 7 edition (p. 758).

Hubert, M., Hubert, M., Florack, A., Linzmajer, M., & Kenning, P. (2013). Neural Correlates of Impulsive Buying Tendencies during Perception of Product Packaging. Psychology & Marketing, 30(10), 861–873. https://doi.org/10.1002/mar.20651

Hussain, W., Rehman, A. U., Tufail, M. S., & Raza, Q. (2024). Determinants of Impulse Buying Behaviour of Consumers in Retail Sector. Journal of Excellence in Management Sciences, 3(3), 161–174. https://doi.org/10.69565/jems.v3i3.324

Isa, N. F., Annuar, S. N. S., Gisip, I. A., & Lajuni, N. (2020). Factors influencing online purchase intention of millennials and Gen Z consumers. Journal of Applied Structural Equation Modeling, 4(2), 21–43. https://doi.org/10.47263/JASEM.4(2)03

Ivanov, V., Pavlenko, I., Evtuhov, A., & Trojanowska, J. (2024). Visualization of Engineering Products (pp. 21–28). https://doi.org/10.1007/978-3-031-44641-2_3

Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384–404. https://doi.org/10.1007/s11747-019-00670-w

Jain, A., Srivastava, D. S., & Shukla, A. (2023). Self-control and compulsive buying behavior: The mediating role of ill-being perception. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2286673

Kacen, J. J., & Lee, J. A. (2002). The Influence of Culture on Consumer Impulsive Buying Behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08

Karl, M., Chien, P. M., & Ong, F. (2021). Impulse buying behavior in tourism: A new perspective. Annals of Tourism Research, 90, 103136. https://doi.org/10.1016/j.annals.2020.103136

Keng, S.-L., Smoski, M. J., & Robins, C. J. (2011). Effects of mindfulness on psychological health: A review of empirical studies. Clinical Psychology Review, 31(6), 1041–1056. https://doi.org/10.1016/j.cpr.2011.04.006

Khachatryan, H., Rihn, A., Behe, B., Hall, C., Campbell, B., Dennis, J., & Yue, C. (2018). Visual attention, buying impulsiveness, and consumer behavior. Marketing Letters, 29(1), 23–35. https://doi.org/10.1007/s11002-018-9446-9

Kovač, A., Kovačević, D., Bota, J., & Brozović, M. (2019). Consumers' preferences for visual elements on chocolate packaging. Journal of Graphic Engineering and Design, 10(1), 13–18. https://doi.org/10.24867/JGED-2019-1-013

Lee, C.-H., & Chen, C.-W. (2021). Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework. Information, 12(6), 241. https://doi.org/10.3390/info12060241

Lin, P.-C., & Lin, Z.-H. (2013). Buying impulse triggered by digital media. The Service Industries Journal, 33(9–10), 892–908. https://doi.org/10.1080/02642069.2013.719887

Liu, Y., Li, Q., Edu, T., Jozsa, L., & Negricea, I. C. (2019). Mobile shopping platform characteristics as consumer behavior determinants. Asia Pacific Journal of Marketing and Logistics, 32(7), 1565–1587. https://doi.org/10.1108/APJML-05-2019-0308

McDaniel, C. D., & Gates, R. (2015). Marketing Research Essentials (9th ed.).

Mishra, S., Singh, A., Kar, S. K., & Ganesan, S. (2023). Compulsive buying behavior and its association with emotional distress, depression, and impulsivity in the general population: an online survey. CNS Spectrums, 28(5), 592–596. https://doi.org/10.1017/S1092852922001109

Muhammad, A. S., Adeshola, I., & Isiaku, L. (2024). A mixed study on the "wow" of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment. Young Consumers, 25(1), 128–148. https://doi.org/10.1108/YC-04-2023-1728

Nguyen, T. H. N., Tran, N. K. H., Do, K., & Tran, V. D. (2024). The Role of Product Visual Appeal and Sale Promotion Program on Consumer Impulsive Buying Behavior. Emerging Science Journal, 8(1), 297–309. https://doi.org/10.28991/ESJ-2024-08-01-021

Rani, N. M., & S, C. (2023). A Study on Impulsive Buying Behaviour in Online Shopping. International Journal of Professional Business Review, 8(3), e01237. https://doi.org/10.26668/businessreview/2023.v8i3.1237

Razmus, W., Razmus, M., & Grabner-Kräuter, S. (2024). Joy and excitement in the purchase process: the role of materialism and brand engagement. Journal of Product & Brand Management, 33(3), 330–344. https://doi.org/10.1108/JPBM-04-2022-3937

Retailasia. (2024). Indonesia's e-commerce market will grow by 15.5% in 2024.

Saunders, M. N. K., Adrian, T., & Lewis, P. (2019). Research Methods for Business Students. In Pearson Education International.

Spiteri Cornish, L. (2020). Why did I buy this? Consumers' post‐impulse‐consumption experience and its impact on the propensity for future impulse buying behavior. Journal of Consumer Behaviour, 19(1), 36–46. https://doi.org/10.1002/cb.1792

Suher, J., & Hoyer, W. D. (2020). The Moderating Effect of Buying Impulsivity on the Dynamics of Unplanned Purchasing Motivations. Journal of Marketing Research, 57(3), 548–564. https://doi.org/10.1177/0022243720912284

Suliyanto. (2011). Ekonometrika Terapan: Teori dan Aplikasi dengan SPSS.

Uzunoglu, C. (2024). Global eCommerce Market 2024: Market Growth, Top Players & Online Share. https://ecommercedb.com/insights/global-ecommerce-market-2024-size-market-growth-online-share/4784

Verhagen, T., & van Dolen, W. (2011). The influence of online store beliefs on impulse buying: A model and empirical application. Information & Management, 48(8), 320–327. https://doi.org/10.1016/j.im.2011.08.001

Vonkeman, C., Verhagen, T., & van Dolen, W. (2017). Role of local presence in online impulse buying. Information & Management, 54(8), 1038–1048. https://doi.org/10.1016/j.im.2017.02.008

Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43–57. https://doi.org/10.1016/0148-2963(82)90016-9

Zafar, A. U., Qiu, J., Shahzad, M., Shen, J., Bhutto, T. A., & Irfan, M. (2020). Impulse buying in social commerce: bundle offer, top reviews, and emotional intelligence. Asia Pacific Journal of Marketing and Logistics, 33(4), 945–973. https://doi.org/10.1108/APJML-08-2019-0495

Zhang, J., Yang, Y., Jin, S., & Jing, F. (2024). Self‐improvement or hedonic enjoyment? Effect of romantic experiences on consumer product preferences. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2383

Zhang, W., Leng, X., & Liu, S. (2023). Research on mobile impulse purchase intention from the perspective of system users during COVID-19. Personal and Ubiquitous Computing, 27(3), 665–673. https://doi.org/10.1007/s00779-020-01460-w

Zhao, M., Hoeffler, S., & Dahl, D. W. (2009). The Role of Imagination-Focused Visualization on New Product Evaluation. Journal of Marketing Research, 46(1), 46–55. https://doi.org/10.1509/jmkr.46.1.46

Zheng, X., Men, J., Yang, F., & Gong, X. (2019). Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing. International Journal of Information Management, 48, 151–160. https://doi.org/10.1016/j.ijinfomgt.2019.02.010




DOI: https://doi.org/10.37531/sejaman.v7i2.7580

Refbacks

  • There are currently no refbacks.


Flag Counter

Creative Commons License

S E I K O : Journal of Management & Business is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 
© All rights reserved 2018. S E I K O : Journal of Management & Business - ISSN (Print) : 2598-831X, ISSN (Online) : 2598-8301.
 

Web Analytics