TY - JOUR
T1 - Impulsive buying in the digital age
T2 - investigating the dynamics of sales promotion, FOMO, and digital payment methods
AU - Djamhari, Shirin Istikhara
AU - Mustika, Martina Dwi
AU - Sjabadhyni, Bertina
AU - Ndaru, Alif Ramadian Puspa
N1 - Publisher Copyright:
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
PY - 2024
Y1 - 2024
N2 - The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p < 0.05); however, FOMO is not significantly moderated (p > 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research.
AB - The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p < 0.05); however, FOMO is not significantly moderated (p > 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research.
KW - Buy now pay later
KW - Consumer Psychology
KW - digital payment
KW - e-wallet
KW - Economic Psychology
KW - FOMO
KW - impulsive buying
KW - Multidisciplinary Psychology
KW - promotion
UR - http://www.scopus.com/inward/record.url?scp=85207885679&partnerID=8YFLogxK
U2 - 10.1080/23311975.2024.2419484
DO - 10.1080/23311975.2024.2419484
M3 - Article
AN - SCOPUS:85207885679
SN - 2331-1975
VL - 11
JO - Cogent Business and Management
JF - Cogent Business and Management
IS - 1
M1 - 2419484
ER -