Study on Impulsive Buying in Online Auction through Instagram

Syaiful Islam, Catur Sugiarto

Abstract


This study aims to determine the driving factors for impulsive buying at online auctions through social media Instagram. The data used in this study are primary data. Data was obtained online from 150 online auction consumers in Indonesia within 6 months from August 2020 - January 2021. The data was processed using SmartPLS 3. The results of this study indicate a positive and significant relationship between variables, namely the driving factors consisting of ease of use, information exchange, scarcity, and hedonic needs have a positive effect on impulsive buying behavior through online auctions on Instagram, mediated by positive affect. The results of this study also contribute to previous research, namely information on the causes of impulsive buying at online auctions that can be useful for business people in related fields

Keywords


driving factors, impulsive buying, hedonic needs, online auctions

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