This study aims to examine how intrinsic factors, including materialism, fear of missing out, hedonic motivation and positive emotion, influence online impulse buying within the context of modest Muslim fashion, focusing on the mediating roles of trust and attitude.
A quantitative method was adopted, and data were collected from Indonesian women online shoppers using online forms and using nonprobability sampling, resulting in a final sample of 246 respondents. The empirical analysis was conducted through structural equation modeling.
Hedonic motivation, or the desire for pleasure, influences materialism, attitudes and positive emotions. Consumers seeking enjoyment are more likely to develop materialistic tendencies and positive attitudes. Positive emotions impact attitudes, trust and Fear of Missing Out, highlighting emotional engagement’s role in enhancing trust and urgency to purchase. Materialism, attitude and fear of missing out significantly drive online impulse buying, emphasizing the emotional and psychological factors in spontaneous purchase decisions.
This study focuses on Indonesia’s customers only and uses cross-sectional data. Future studies should include diverse geographic regions and using longitudinal studies or incorporating actual purchase behavior data.
This study has implications for e-commerce platforms and marketers. It suggests that strategies aimed at enhancing the emotional shopping experience and leveraging the psychological drivers of hedonism and fear of missing out can be more effective in promoting consumer engagement and driving sales.
Understanding intrinsic motivators has broader societal implications, features like personalized recommendations promote autonomy, fostering a more fulfilling and less stressful shopping environment.
First, the utilization of self-determination theory to analyze online impulse buying. Second, online impulse buying analysis was conducted in a modest fashion retail context. Third, the interplay of the variables focuses on the consumer’s intrinsic motivation, showing that intrinsic factors also play a crucial role in promoting online impulse buying behavior.
