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Malaysian Gen Y and Impulsive Shopping Behavior? Roles of Hedonic Shopping Motivation

Melissa Faisal, Khaizuren Nabilah, Mohd Zaki Sadik, Ummi Kalsum Hassian, Mohd Isham Abidin, Khalilah Ibrahim
2020 International Journal of Academic Research in Business and Social Sciences  
The purpose of this study is to determine the 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 300 respondents by using convenience
more » ... ng convenience sampling and has been analyzed 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. can cause a challenge in future if one does not realize this. Thus, Generation Y should create an effective financial planning to divide their expenditures and savings in order to ensure that they do not overspend and eventually could possibly drag them towards debt.
doi:10.6007/ijarbss/v10-i3/7051 fatcat:hwcs2hvqyndtzj3zf63t2x74ty