Abstract:
Purpose – The purpose of this research paper is to examine predictors of impulsive buying intentions
among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive
buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions,
novelty, escapism and outside appreciation.
Design/methodology/approach – The present research empirically tests a theoretical model of
impulse buying intentions by examining the associations between hedonic shopping value dimensions
and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters
aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established
scales.
Findings – Results indicate that the impulsive buying intentions of youngsters are positively associated
with all the five dimensions of hedonic shopping value. Situational characteristics of money and time
availability positively moderate this relationship. Task definition negatively moderates the association
between impulsive buying intention and hedonic shopping value dimensions.
Research limitations/implications – Two major theoretical implications result from this study. First,
the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including
five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior
buying intentions. Further, it includes the moderating effects of all the three aspects of situational
characteristics in the same model.
Practical implications – The marketers can make use of the shopping value dimensions and the
situational characteristics moderators to design and implement marketing strategies so that sales via impulse
buying are maximized.
Originality/value – This study provides novel insights on the complex process of impulsive buying by
youngsters by expanding the application of the hedonic shopping motives in the presence of situational
factors as moderating variables.
