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https://doi.org/10.22178/pos.100-27
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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
[Zeitschriftenartikel]
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... mehr
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.... weniger
Thesaurusschlagwörter
Marketing; Kaufverhalten
Klassifikation
Marketing
Freie Schlagwörter
electronic word of mouth; fear of missing out; impulse buying; hedonic shopping motivation
Sprache Dokument
Englisch
Publikationsjahr
2024
Seitenangabe
S. 3015-3024
Zeitschriftentitel
Path of Science, 10 (2024) 1
ISSN
2413-9009
Status
Veröffentlichungsversion; begutachtet (peer reviewed)