Digital generation online shopping users: not a secret for generation z
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Published:
Dec 30, 2023
Keywords:
impulse buying tendencies, observational learning, online impulse buying, sentiment polarity
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Abstract
Impulse buying is often a label for generation Z. This study was carried out to test the influence of sentiment polarity and observational learning on online impulsive buying moderated by impulsive buying tendencies. This research takes data from generation Z who live in the city of Solo who buy online. The sample obtained was 96 respondents and tested using logistic regression analysis. It was found that sentiment polarity has no effect on online impulse buying and impulse buying tendency is an ordinary independent variable that has an independent effect on impulse buying. In contrast, observational learning has a positive effect on online impulsive buying, while the impulsive buying tendency variable does not moderate the relationship between sentiment polarity and observational learning on online impulsive buying.
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How to Cite
Yulandari, A. (2023). Digital generation online shopping users: not a secret for generation z. ProBisnis : Jurnal Manajemen, 14(6), 683–688. https://doi.org/10.62398/probis.v14i6.410
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Xiang, L., Zheng, X., Lee, M.K. & Zhao, D. 2016. Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform: The Role of Parasocial Interaction. International Journal of Information Management. Vol.36, No.3, pp.333-347,
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Zimmerman, B. J., & Rosenthal, T. L. 1974. Observational Learning of Rule-Governed Behavior by Children. Psychological Bulletin. Vol.81, No.1, pp.29–42, doi:https://doi.org/10.1037/ h0035553.
Alzoubi, H., & Ahmed, G. 2019. Do Total Quality Management (TQM) Practices Improve Organisational Success? A Case Study of Electronics Industry in The UAE. International Journal of Economics and Business Research. Vol.17, No.4, pp.459-472, doi.org/10.1504/IJEBR.2019.099975.
Angela, Velina., & Paramita, Eristia Lidia. 2020. Pengaruh Lifestyle dan Kualitas Produk Terhadap Keputusan Impulse Buying Konsumen Shopee Generasi Z. Jurnal ekobis, Ekonomi, Bisnis, Manajemen. Vol.10, No.2, pp.248-262,
Ashman, R., Solomon, M. R., & Wolny, J. 2015. An Old Model For a New Age: Consumer Decision Making in Participatory Digital Culture. Journal of Customer Behaviour. Vol.14, No.2, pp.127-146, doi:10.1362/147539215x14373846805743.
Bandura, A. 1977. Self-efficacy: Toward a Unifying Theory of Behavioral Change. Psychological Review, Vol.84, No.2, pp.191–215, doi:10.1037/0033-295x.84.2.191.
Bikhchandani, S., Hirshleifer, D., & Welch, I. 1998. Learning from the Behavior of Others: Conformity, Fads, and Informational Cascades. Journal of Economic Perspectives. Vol.12, No.3, pp.151–170. doi:10.1257/jep.12.3.151 10.
Chen, Yubo, Wang, Q. I., & Xie, J. 2011. Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning. Journal of Marketing Research. Vol.10, No.8, pp.238–254.
Cokely, E. T., Feltz, A., Ghazal, S., Allan, J. N., Petrova, D., & Garcia-Retamero, R. 2018. Skilled Decision Theory: From Intelligence to Numeracy and Expertise. In K. A. Ericsson, R. R. Hoffman, A. Kozbelt, dan A. M. Williams (Eds.). The Cambridge handbook of expertise and expert performance (2nd ed., pp. 476–505). Cambridge University Press, New York.
Dholakia, U. M. 2000. Temptation and Resistance: An Integrated Model of Consumption Impulse Formation and Enactment. Psychology and Marketing. Vol.17, No.11,
Ismail, Harries Arizona., Trimiati, Emi., & Prihati, Yani. 2020. Membangun Model Konseptual Faktor Sinergitas Perilaku Konsumen Dalam Konteks Pembelian Impulsive Secara Online. Jurnal Al-Tijarah. Vol.6, No.3, pp.10-20
Isnaini, Mir’atil & Rahmidani, Rose. 2021. Pengaruh Store Atmosphere dan Price Discount Terhadap Impulse Buying dengan Positive Emotion Sebagai Variabel Intervening pada Produk Fashion. Jurnal Ecogen. Vol.4, No.1, pp.10-24,
Liu, Y., & Tang, X. 2018. The Effects of Daring Trust-Building Mechanisms on Trust and Repurchase Intentions. Information Technology and People. Vol.31, pp.666–687.
Luo, N., Wang, Y., Zhang, M., Niu, T., & Tu, J. 2020. Integrating Community and e-Commerce to Build a Trusted Online Second-hand Platform: Based on The Perspective of Social Capital. Technological Forecasting and Social Change. Vol.153, 119913.
Martini, Ervita., & Hertina, Dede. 2023. Pengaruh Diskon Harga dan Kualitas Produk Terhadap Pembelian Impulse Secara Online (Studi Kasus pada Pengguna Shopee di Kecamatan Andir Kota Bandung). Jurnal Ilmiah Ilmu Pendidikan. Vol.6, No.4, pp.2244-2251, doi:
Maydiana, Debora Dian., & Suciarto, A. Sentot. 2020. Pengaruh Gaya Hidup Berbelanja dan Perilaku Hedonik Terhadap Pembelian Impulsif (Studi) Pada Toko Belanja Online Shopee. JEMAP: Jurnal Ekonomi, Manajemen, Akuntansi, dan Perpajakan. Vol.3, No.1, pp.36-51, doi;
Rook, D. W. 1987. The Buying Impulse. Journal of Consumer Researc. Vol.14, No.2, pp.189, doi:10.1086/209105 10.1086/209105.
Rook, D. W., & Gardner, M. P. 1993. In The Mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6(7), 1-28.
Rusni, Andi., & Solihin, Ahmad. 2022. Pengaruh Motivasi Belanja Hedonis, Diskon Harga dan Tagline “Gratis Ongkir” Terhadap Keputusan Pembelian Impulsif Secara Online di Shopee. Jurnal Ilmiah Manajemen dan Bisnis. Vol.7, No.2, pp.167-179, doi:
Salma Mardhiyah, R., & Sulistyawati, L. 2021. Pengaruh Hedonic Shopping Motivation dan Shopping Lifestyle terhadap Impulse Buying dengan Emosi Positif sebagai Variabel Intervening pada E-Commerce Shopee. In JABEISTIK : Jurnal Analitika Bisnis, Ekonomi, Sosial dan Politik, Vol.1, No.1.
Sugiyono. 2018. Metode Penelitian Kombinasi (Mixed Methods). CV. Alfabeta, Bandung.
Sugiyono. 2018. Metode Penelitian Kuantitatif. CV. Alfabeta, Bandung.
Xiang, L., Zheng, X., Lee, M.K. & Zhao, D. 2016. Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform: The Role of Parasocial Interaction. International Journal of Information Management. Vol.36, No.3, pp.333-347,
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. 2019. The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior. Pp.1-12, 106178. doi:10.1016/j.chb.2019.106178
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. 2021. The impact of social media celebrities' posts and contextual interactions on impulse buying in social commerce, Computers in Human Behavior. Pre-Proof Journal. 115, 106178, Pp.1-30, https://doi.org/10.1016/j.chb. 2019.106178
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. 2018. Online Reviews and Impulse Buying Behavior: The Role of Browsing and Impulsiveness. Internet Research. Vol.28, No.3, pp.522–543, doi:10.1108/intr-12-2016-0377 10.1108/intr-12-2016-0377.
Zimmerman, B. J., & Rosenthal, T. L. 1974. Observational Learning of Rule-Governed Behavior by Children. Psychological Bulletin. Vol.81, No.1, pp.29–42, doi:https://doi.org/10.1037/ h0035553.