期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2020
卷号：10
期号：3
页码：281-291
DOI：10.6007/IJARBSS/v10-i3/7051
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The purpose of this study is to determine the impact of hedonic shopping motivation towards online impulsive buying among generation Y. For this study, researcher focus on impact of relationship between independent variables which are dimension of hedonic shopping motivation (social shopping, value shopping, adventure shopping, idea shopping and relaxation shopping) and dependent variable (online impulsive buying). Data of this study were collected from 300 respondents by using convenience sampling and has been analyzed by using SPSS software. Reliability test, descriptive analysis and multiple regression have been gather using SPSS. Based on the findings, it shows that only social shopping and idea shopping has relationship with online impulsive buying meanwhile another three variables (value shopping, adventure shopping and relaxation shopping) are rejected. Thus, recommendation and suggestion for future studies were discussed at the end of this project.
