Usage of Buy Now Pay Later, Hedonic Motivation, and Impulse Buying among Gen Z in E-Commerce Shopee
Keywords:
Buy Now pay later, hedonic motivation, impulse buying, gen z
Abstract
The purpose of this research is to determine the influence of Buy Now Pay Later (BNPL) and hedonic motivation on the impulsive buying behavior of Gen Z on e-commerce platforms, specifically Shopee. Previous studies have shown that the use of BNPL has a positive effect on impulsive buying behavior. Other studies have also shown that hedonic motivation positively impacts impulsive buying. The research methodology employs an inferential quantitative approach to collect primary data from 100 Gen Z respondents who use Shopee e-commerce through the distribution of questionnaires. The data analysis technique used is Structural Equation Modeling (SEM) with SmartPLS 4. The main findings of this study indicate that BNPL positively affects impulsive buying. Hedonic motivation also positively influences the impulsive buying behavior of Gen Z on e-commerce, specifically Shopee. These results contribute to understanding the factors influencing Gen Z's impulsive buying behavior and the impact of BNPL usage and hedonic motivation on consumer impulsive buying behavior. Therefore, this research contributes to expanding knowledge about the factors affecting impulsive buying behavior of Generation Z on e-commerce platforms.
References
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Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286–292. https://doi.org/10.1086/341578
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161–167. https://doi.org/10.1016/s0022-4359(98)90009-4
Biro Pusat Statistik. (2023). eCommerce 2022/2023 01. 1–144. https://www.bps.go.id/
Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343–375. https://doi.org/10.1207/s15327663jcp0804_01
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Chin, W., & Gopal, A. (1995). Adoption Intention in GSS: Relative Importance of Beliefs. DATA BASE, 26, 42–64.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Edelia, A., & Anggraini, T. (2022). The Effect of Hedonic Shopping Motivation, Shopping Lifestyle, and Fashion Involvement on Impulse Buying on Zalora Customers in Medan City. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 559–566. https://doi.org/10.35877/454ri.daengku1113
Eka, R. (2021). Laporan DSInnovate: Fintech Report 2021. Dailysocial. https://dailysocial.id/post/laporan-dsinnovate-fintech-report-2021
Endayani, F., Akbar, R. N., Setyawati, D., & Lestari, R. (2024). PayLater: An Antecedent to Consumption Behavior and Consumption Level in Gen-Z. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-244-6_48
Fitriyah, D. N., & Hotman Tohir Pohan. (2023). Pengaruh Penggunaan Gopaylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce Di Jakarta. Jurnal Ekonomi Trisakti, 3(1), 1025–1034. https://doi.org/10.25105/jet.v3i1.16003
Frigerio, M., Ottaviani, C., & Vandone, D. (2020). A meta-analytic investigation of consumer over-indebtedness: The role of impulsivity. International Journal of Consumer Studies, 44(4), 328–342. https://doi.org/10.1111/ijcs.12570
GlobalData. (2023). Buy Now Pay Later (BNPL) Market Size, Share, Trends and Analysis by Spend Category, Region and Segment Forecast to 2026. GlobalData. https://www.globaldata.com/store/report/buy-now-pay-later-market-analysis/#:~:text=The Buy Now Pay Later %28BNPL%29 market size,of online shopping thereby favoring BNPL market growth.
Gourville, J. T., & Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160–174. https://doi.org/10.1086/209533
Guttman-Kenney, B., Firth, C., & Gathergood, J. (2023). Buy now, pay later (BNPL) …on your credit card. Journal of Behavioral and Experimental Finance, 37, 100788. https://doi.org/10.1016/j.jbef.2023.100788
Hair, J. . F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Practical Assessment, Research and Evaluation (Vol. 21, Issue 1). https://link.springer.com/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–419. https://doi.org/10.1108/07363760010341045
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. In Journal of the Academy of Marketing Science (Vol. 48, Issue 3, pp. 384–404). Springer. https://doi.org/10.1007/s11747-019-00670-w
Levy, P., & Stanley, L. (1992). Sampling of populations : Methods and applications / Paul S. Levy, Stanley Lemeshow. SERBIULA (Sistema Librum 2.0).
MRizky, A. (2020). Analysis of Paylater Usage on Impulsive Buying Behavior Syifa. Paper Knowledge . Toward a Media History of Documents, 8(1), 12–26. https://doi.org/10.36555/almana.v8i1.2514
O’DONOGHUE, T., & RABIN, M. (1992). Doing It Now or Later By. https://doi.org/DOI: 10.1257/aer.89.1.103
Prelec, D., & Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing Science, 17(1), 4–28. https://doi.org/10.1287/mksc.17.1.4
Ramadhi, Sarianti, K., & Desti, Y. (2023). Mediation Job Satisfaction: Transformational Leadership, Internal Communication and Organizational Culture to Increase Employee Engagement. Journal of Business Management and Economic Development, 1(02), 250–267. https://doi.org/10.59653/jbmed.v1i02.138
Reinikainen, H., Kari, J. T., & Luoma-Aho, V. (2020). Generation z and organizational listening on social media. Media and Communication, 8(2), 185–196. https://doi.org/10.17645/mac.v8i2.2772
Relja, R., Ward, P., & Zhao, A. L. (2024). Understanding the psychological determinants of buy-now-pay-later (BNPL) in the UK: a user perspective. International Journal of Bank Marketing, 42(1), 7–37. https://doi.org/10.1108/IJBM-07-2022-0324
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research. Journal of Consumer Research, 14(2), 189–199.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Rook Dennis W, & Gardner Meryl P. (1993). In the mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6(January 1993), 1–28.
Sugiyono. (2014). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D (19th ed.). ALFABETA BANDUNG.
Sugiyono, P. D. (2013). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN RND (1st ed.). Penerbit Alfabeta.
Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology and Health, 20(4), 429–441. https://doi.org/10.1080/08870440412331337084
Wang, P., & Chapa, S. (2022). Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.939786
Wang, X., Ali, F., Tauni, M. Z., Zhang, Q., & Ahsan, T. (2022). Effects of hedonic shopping motivations and gender differences on compulsive online buyers. Journal of Marketing Theory and Practice, 30(1), 120–135. https://doi.org/10.1080/10696679.2021.1894949
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Yastuti, A. W., & Irawati, Z. (2023). The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee. International Journal of Current Science Research and Review, 06(12), 8652–8659. https://doi.org/10.47191/ijcsrr/v6-i12-111
Zhu, Y. Q., Amelina, D., & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - The case of instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17. https://doi.org/10.4018/JECO.2020010101
Zigi.id. (2021). Perilaku Keuangan Generasi Z dan Y. PT Katadata Indonesia, September, 1–50. https://cdn1.katadata.co.id/media/microsites/zigi/perilakukeuangan/file/KIC- ZIGI_ Survei Perilaku Keuangan 130122.pdf
Ahdiat, A. (2024). No Title5 E-Commerce dengan Pengunjung Terbanyak Sepanjang 2023. Databoks. https://databoks.katadata.co.id/datapublish/2024/01/10/5-e-commerce-dengan-pengunjung-terbanyak-sepanjang-2023
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Utilitarian shopping value. Journal of Consumer Research, 20(4), 644–657.
Baumgartner, H. (2002). Toward a personology of the consumer. Journal of Consumer Research, 29(2), 286–292. https://doi.org/10.1086/341578
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 161–167. https://doi.org/10.1016/s0022-4359(98)90009-4
Biro Pusat Statistik. (2023). eCommerce 2022/2023 01. 1–144. https://www.bps.go.id/
Block, L. G., & Morwitz, V. G. (1999). Shopping lists as an external memory aid for grocery shopping: Influences on list writing and list fulfillment. Journal of Consumer Psychology, 8(4), 343–375. https://doi.org/10.1207/s15327663jcp0804_01
Brewis. (2020). What Generation Z expects from the online retail experience. IMRG. https://www.imrg.org/blog/generation-z-online-retail-expectations/
Chin, W., & Gopal, A. (1995). Adoption Intention in GSS: Relative Importance of Beliefs. DATA BASE, 26, 42–64.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Edelia, A., & Anggraini, T. (2022). The Effect of Hedonic Shopping Motivation, Shopping Lifestyle, and Fashion Involvement on Impulse Buying on Zalora Customers in Medan City. Daengku: Journal of Humanities and Social Sciences Innovation, 2(4), 559–566. https://doi.org/10.35877/454ri.daengku1113
Eka, R. (2021). Laporan DSInnovate: Fintech Report 2021. Dailysocial. https://dailysocial.id/post/laporan-dsinnovate-fintech-report-2021
Endayani, F., Akbar, R. N., Setyawati, D., & Lestari, R. (2024). PayLater: An Antecedent to Consumption Behavior and Consumption Level in Gen-Z. Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-244-6_48
Fitriyah, D. N., & Hotman Tohir Pohan. (2023). Pengaruh Penggunaan Gopaylater Terhadap Perilaku Impulse Buying Pengguna E-Commerce Di Jakarta. Jurnal Ekonomi Trisakti, 3(1), 1025–1034. https://doi.org/10.25105/jet.v3i1.16003
Frigerio, M., Ottaviani, C., & Vandone, D. (2020). A meta-analytic investigation of consumer over-indebtedness: The role of impulsivity. International Journal of Consumer Studies, 44(4), 328–342. https://doi.org/10.1111/ijcs.12570
GlobalData. (2023). Buy Now Pay Later (BNPL) Market Size, Share, Trends and Analysis by Spend Category, Region and Segment Forecast to 2026. GlobalData. https://www.globaldata.com/store/report/buy-now-pay-later-market-analysis/#:~:text=The Buy Now Pay Later %28BNPL%29 market size,of online shopping thereby favoring BNPL market growth.
Gourville, J. T., & Soman, D. (1998). Payment depreciation: The behavioral effects of temporally separating payments from consumption. Journal of Consumer Research, 25(2), 160–174. https://doi.org/10.1086/209533
Guttman-Kenney, B., Firth, C., & Gathergood, J. (2023). Buy now, pay later (BNPL) …on your credit card. Journal of Behavioral and Experimental Finance, 37, 100788. https://doi.org/10.1016/j.jbef.2023.100788
Hair, J. . F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. In Practical Assessment, Research and Evaluation (Vol. 21, Issue 1). https://link.springer.com/10.1007/978-3-030-80519-7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–419. https://doi.org/10.1108/07363760010341045
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. In Journal of the Academy of Marketing Science (Vol. 48, Issue 3, pp. 384–404). Springer. https://doi.org/10.1007/s11747-019-00670-w
Levy, P., & Stanley, L. (1992). Sampling of populations : Methods and applications / Paul S. Levy, Stanley Lemeshow. SERBIULA (Sistema Librum 2.0).
MRizky, A. (2020). Analysis of Paylater Usage on Impulsive Buying Behavior Syifa. Paper Knowledge . Toward a Media History of Documents, 8(1), 12–26. https://doi.org/10.36555/almana.v8i1.2514
O’DONOGHUE, T., & RABIN, M. (1992). Doing It Now or Later By. https://doi.org/DOI: 10.1257/aer.89.1.103
Prelec, D., & Loewenstein, G. (1998). The red and the black: Mental accounting of savings and debt. Marketing Science, 17(1), 4–28. https://doi.org/10.1287/mksc.17.1.4
Ramadhi, Sarianti, K., & Desti, Y. (2023). Mediation Job Satisfaction: Transformational Leadership, Internal Communication and Organizational Culture to Increase Employee Engagement. Journal of Business Management and Economic Development, 1(02), 250–267. https://doi.org/10.59653/jbmed.v1i02.138
Reinikainen, H., Kari, J. T., & Luoma-Aho, V. (2020). Generation z and organizational listening on social media. Media and Communication, 8(2), 185–196. https://doi.org/10.17645/mac.v8i2.2772
Relja, R., Ward, P., & Zhao, A. L. (2024). Understanding the psychological determinants of buy-now-pay-later (BNPL) in the UK: a user perspective. International Journal of Bank Marketing, 42(1), 7–37. https://doi.org/10.1108/IJBM-07-2022-0324
Rook, D. W. (1987). The buying impulse. Journal of Consumer Research. Journal of Consumer Research, 14(2), 189–199.
Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305. https://doi.org/10.1086/209452
Rook Dennis W, & Gardner Meryl P. (1993). In the mood: Impulse Buying’s Affective Antecedents. Research in Consumer Behavior, 6(January 1993), 1–28.
Sugiyono. (2014). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D (19th ed.). ALFABETA BANDUNG.
Sugiyono, P. D. (2013). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN RND (1st ed.). Penerbit Alfabeta.
Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology and Health, 20(4), 429–441. https://doi.org/10.1080/08870440412331337084
Wang, P., & Chapa, S. (2022). Online impulse buying behavior and marketing optimization guided by entrepreneurial psychology under COVID-19. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.939786
Wang, X., Ali, F., Tauni, M. Z., Zhang, Q., & Ahsan, T. (2022). Effects of hedonic shopping motivations and gender differences on compulsive online buyers. Journal of Marketing Theory and Practice, 30(1), 120–135. https://doi.org/10.1080/10696679.2021.1894949
Widagdo, B., & Roz, K. (2021). Hedonic Shopping Motivation and Impulse Buying: The Effect of Website Quality on Customer Satisfaction. Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://doi.org/10.13106/jafeb.2021.vol8.no1.395
Yastuti, A. W., & Irawati, Z. (2023). The Influence of Hedonic Shopping Motivation, Fashion Involvement, and Sales Promotion on Impulse Buying in E-commerce Shopee. International Journal of Current Science Research and Review, 06(12), 8652–8659. https://doi.org/10.47191/ijcsrr/v6-i12-111
Zhu, Y. Q., Amelina, D., & Yen, D. C. (2020). Celebrity endorsement and impulsive buying intentions in social commerce - The case of instagram in Indonesia: Celebrity endorsement. Journal of Electronic Commerce in Organizations, 18(1), 1–17. https://doi.org/10.4018/JECO.2020010101
Zigi.id. (2021). Perilaku Keuangan Generasi Z dan Y. PT Katadata Indonesia, September, 1–50. https://cdn1.katadata.co.id/media/microsites/zigi/perilakukeuangan/file/KIC- ZIGI_ Survei Perilaku Keuangan 130122.pdf
Published
2024-05-30
How to Cite
Susanto, D., Apriza, M. W., & Muthiarsih, T. (2024). Usage of Buy Now Pay Later, Hedonic Motivation, and Impulse Buying among Gen Z in E-Commerce Shopee. Asian Journal of Management, Entrepreneurship and Social Science, 4(02), 1377-1392. Retrieved from https://ajmesc.com/index.php/ajmesc/article/view/866
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