Impacts of hedonic shopping motivation toward online impulsive buying behavior among generation Y

Khamis, Khaizuren Nabilah (2019) Impacts of hedonic shopping motivation toward online impulsive buying behavior among generation Y. [Student Project]

Abstract

The purpose of this study is to determinant 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 105 respondents by using convenience sampling and been analysed 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.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Khamis, Khaizuren Nabilah 2016448592
Contributors:	Contribution Name Email / ID Num. Advisor Mohammad Faisal Wee, Nur Melissa binti UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > Electronic commerce
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons.) International Business (BA246)
Keywords:	Online impulsive buying, Hedonic shopping motivation, Generation Y
Date:	2019
URI:	https://ir.uitm.edu.my/id/eprint/89390