FACTORS INFLUENCING ONLINE IMPULSE BUYING BEHAVIOR ON SOCIAL COMMERCE: A CASE OF GREATER JAKARTA IN INDONESIA
Keywords:
atmospheric cues, online shopping enjoyment, impulsiveness buying behavior, social commerceAbstract
This study examines the correlation between ambient indicators of shopping
enjoyment and impulse purchasing behavior in social commerce. The researcher administered an
online questionnaire to gather primary data. This study engaged 202 social commerce users from
Greater Jakarta as respondents. The results were analyzed using Structural Equation Modeling
(SEM). The findings indicate that shopping delight substantially affects online impulse purchasing
behavior, mediated by impulsiveness and browsing activity. This study enhances comprehension
of the influence of shopping delight on online impulse purchase behavior, specifically among
social commerce users.
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