Revealing Youngsters’ Impulsive Buying Behavior through Hedonic Shopping Motivations

• DOI: 10.7176/ejbm/11-3-13
• Publication Date: 2019-01-31T07:22:21Z
• Authors: Ayaz Samo; Fiza Rani; Hamid Ali Shaikh; Maqsood H. Bhutto; Fayaz Samo; Tahseen Ahmed Bhutto
• Keywords: Gratification; Value (mathematics)

This paper evaluates the relationship between hedonic shopping motivations and impulsive buying behavior of young Chinese buyers. 615 respondents are surveyed using convenience sampling analyzed through Structural Equation Modelling. The results indicate that adventure seeking, gratification idea have a positive effect on buying, whereas role has negative buying. However, social value found to be insignificant study contributes by investigating buyers which is so far missing in existing literature. Keywords : Hedonic shopping; buying; consumers; China. DOI 10.7176/EJBM/11-3-13