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The Influence of Hedonic Shopping Value and Shopping Lifestyle on Impulse Buying

The Mediating Role of Positive Emotion in the Shopee Marketplace

Authors

  • Serlina Amnunu

    University of Timor
    Author

  • Berno B. Mitang

    University of Timor
    Author

  • Fredirikus Timo

    University of Timor
    Author

Keywords:

Impulse Buying, Hedonic Shopping Value, Shopping Lifestyle, Positive Emotion, E-commerce

Abstract

This study aims to analyze the influence of hedonic shopping value and shopping lifestyle on impulse buying behavior among university students in the Shopee marketplace. Furthermore, this research investigates the mediating role of positive emotion in the relationship between these variables. This research employed a quantitative approach using a structural equation model with Partial Least Squares (SEM-PLS) for data analysis. The sample consisted of 140 management students from Timor University, selected through a convenience sampling technique. Data were collected through a structured questionnaire and analyzed using SmartPLS 4 software. The results indicate that hedonic shopping value and shopping lifestyle have a significant and positive direct effect on impulse buying. Similarly, both variables positively and significantly influence positive emotion. Positive emotion was also found to have a significant positive effect on impulse buying. Crucially, bootstrapping analysis confirmed that positive emotion significantly mediates the relationship between both hedonic shopping value and shopping lifestyle on impulse buying. This study contributes to the consumer behavior literature by empirically validating a comprehensive model that explains impulse buying in the context of a leading e-commerce platform in a developing economy. It highlights the critical role of emotional responses as a mechanism through which hedonic and lifestyle factors translate into unplanned purchasing decisions online. The findings offer actionable insights for e-commerce platforms and online retailers seeking to understand and ethically engage with consumer behavior.

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Published

2025-11-30

Issue

Vol. 1 No. 2 (2025)

Section

Articles

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Copyright (c) 2025 Serlina Amnunu, Berno B. Mitang, Fredirikus Timo (Author)

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