TY - GEN
T1 - The Influence of Value and Browsing Activity on Impulse Buying Behavior Moderated by Source of Online Review Case Study
T2 - 4th International Conference on E-commerce, E-Business and E-Government, ICEEG 2020
AU - Prabowo, Haryo
AU - Alversia, Yeshika
N1 - Publisher Copyright:
© 2020 ACM.
Copyright:
Copyright 2020 Elsevier B.V., All rights reserved.
PY - 2020/6/17
Y1 - 2020/6/17
N2 - This study aims to analyze the effect of consumer's perceived value and browsing activity to impulse buying behavior, and the influence of moderation from source of online review (consumers and influencers). The context of this research is food and beverage products on Instagram. This research was conducted using convenience sampling method with a total of 165 respondents who live in Indonesia, have an Instagram account, have browsed on Instagram, and have seen online reviews of food and beverage products on Instagram. The data in this study were processed using Smart PLS 3 with the PLS-PM method. The results of this study show that the consumer's perceived value, both utilitarian and hedonic, positively influences impulse buying behavior on consumers, with browsing and urge to buy impulsively as mediation. The results of the moderation test prove that there is no moderation effect from the sources of online review.
AB - This study aims to analyze the effect of consumer's perceived value and browsing activity to impulse buying behavior, and the influence of moderation from source of online review (consumers and influencers). The context of this research is food and beverage products on Instagram. This research was conducted using convenience sampling method with a total of 165 respondents who live in Indonesia, have an Instagram account, have browsed on Instagram, and have seen online reviews of food and beverage products on Instagram. The data in this study were processed using Smart PLS 3 with the PLS-PM method. The results of this study show that the consumer's perceived value, both utilitarian and hedonic, positively influences impulse buying behavior on consumers, with browsing and urge to buy impulsively as mediation. The results of the moderation test prove that there is no moderation effect from the sources of online review.
KW - Browsing
KW - Consumer's Perceived Value
KW - Impulse Buying
KW - Online Review
KW - Social Media
UR - http://www.scopus.com/inward/record.url?scp=85094835706&partnerID=8YFLogxK
U2 - 10.1145/3409929.3414745
DO - 10.1145/3409929.3414745
M3 - Conference contribution
AN - SCOPUS:85094835706
T3 - ACM International Conference Proceeding Series
SP - 103
EP - 108
BT - ICEEG 2020 - 2020 4th International Conference on E-commerce, E-Business and E-Government
PB - Association for Computing Machinery
Y2 - 17 June 2020 through 19 June 2020
ER -