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The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable
[journal article]
Abstract Current developments in digital marketing technology have been suspected of increasing consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitativ... view more
Current developments in digital marketing technology have been suspected of increasing consumer impulse buying behaviour. This research analyses the influence of Electronic Word of Mouth and hedonic shopping motivation on impulse buying, moderated by Fear of Missing Out. This research is quantitative research that uses a causal associative approach. The method used to test the hypothesis is SEM PLS with the help of the SmartPLS application. The research results show that Electronic Word of Mouth and hedonic shopping motivation positively and significantly affect impulse buying. FOMO. The results of this research can also be used as a basis for marketers of e-commerce companies to increase efforts to obtain and spread positive EWOM to increase the occurrence of impulsive buying from consumers.... view less
Keywords
marketing; buying behavior
Classification
Marketing
Free Keywords
electronic word of mouth; fear of missing out; impulse buying; hedonic shopping motivation
Document language
English
Publication Year
2024
Page/Pages
p. 3015-3024
Journal
Path of Science, 10 (2024) 1
ISSN
2413-9009
Status
Published Version; peer reviewed