The purpose of this study is to examine whether there an impact from viral marketing on impulse buying with the mediating effect online trust during Covid-19 pandemic. A questionnaire a five-point likert scale was circulated among customers collect primary data for research objective, and sample consists 155 respondents. were subsequently analyzed help SPSS SmartPLS software. Overall, findings ...

This paper explores the relationship between consumers’ public self-consciousness, purchase behavior, post-purchase regret, and time-limited promotions in e-commerce. Time-limited flash sales have become a common promotion strategy e-commerce, particularly China, largest e-commerce market. Firstly, effect of self-consciousness on impulsive tendency regret is examined. Secondly, this extends sco...

Shopee is one of the most popular online marketplaces for consumers to purchase. The increase in shopping during COVID-19 pandemic can be attributed impulse purchases driven by various factors, including more convenient and discounts. This study uses a quantitative methodology variables "Shopping Lifestyle" (X1), "Discounts" (X2), "Impulse Buying" (Y) as research variables. used convenience sam...

Purpose: This paper is to identify and explain the in-store shopping environment effects that drive consumers’ impulse buying decisions. Methodology: Primary data is collected from 100 randomly selected shoppers in Abbottabad and Islamabad. Descriptive data analysis along with test of significance was applied to analyze data. Findings: Results indicate that presence of an enjoyable, pleasant an...

The development of the internet encourages emergence online stores in Indonesia. presence an store brings a new phenomenon or lifestyle among public buying fashion products, namely by shopping online. conducts to meet needs finding variations (variety seeking) and motivation hedonic (hedonic motivation) that can cause impulse products at stores. This study aims determine analyze effect dimensio...

In consumer behaviour hue, though the shopping motives-impulse buying intention nexus is well documented, influence with situation factors for it as its gender differences on nodes still underexplored. Consequently, this paper aim to study relationship between hedonistic motives of young consumers and their impulse under control situational factors. The will be contributed academia filling gap ...