Revealing Youngsters’ Impulsive Buying Behavior through Hedonic Shopping Motivations

Abstract

This paper evaluates the relationship between hedonic shopping motivations and impulsive buying behavior of young Chinese buyers. 615 respondents are surveyed using convenience sampling and analyzed through Structural Equation Modelling. The results indicate that adventure seeking, gratification seeking, and idea shopping have a positive effect on impulsive buying, whereas role shopping has a negative effect on impulsive buying. However, social shopping and value shopping are found to be insignificant to impulsive buying. The study contributes to impulsive buying by investigating the hedonic shopping motivations of young Chinese buyers which is so far found to be missing in the existing literature.

Keywords: Hedonic shopping; impulsive buying; young consumers; China.

DOI: 10.7176/EJBM/11-3-13