IMPULSE BUYING AND HEDONIC CONSUMPTION BEHAVIOUR ON
THREE INDONESIAN ETHNICITIES
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Institusion
Universitas Atma Jaya Yogyakarta
Author
Gunawan, Made Pranadatha
Subject
International Marketing
Datestamp
2016-09-29 08:01:03
Abstract :
Nowadays, the shopping behaviour among consumers recently have had shifted not to only make the right purchase, but it is all about the experience of shopping. Impulse buying and hedonic consumption are two behaviours that strongly related to emotional involvement, creating shopping experience for the consumers. Several previous studies have found the association between demographic factors and impulse buying and hedonic consumption. This research investigates the association between demographic factors such gender, age, and income to impulse buying on three ethnicities that consist of Balinese (n = 166), Chinese (n = 102), and Javanese (n = 140). Data collected from two cities, Denpasar and Yogyakarta. This research found that gender has association to either impulse buying and hedonic consumption on three ethnicities, with additional different impulse buying behaviour pattern in gender among ethnicities. Age has association to impulse buying on Balinese and Javanese, to hedonic consumption on Balinese and Chinese. Income has no association to impulse buying and hedonic consumption on three ethnicities.
Nowadays, the shopping behaviour among consumers recently have had shifted not to only make the right purchase, but it is all about the experience of shopping. Impulse buying and hedonic consumption are two behaviours that strongly related to emotional involvement, creating shopping experience for the consumers. Several previous studies have found the association between demographic factors and impulse buying and hedonic consumption. This research investigates the association between demographic factors such gender, age, and income to impulse buying on three ethnicities that consist of Balinese (n = 166), Chinese (n = 102), and Javanese (n = 140). Data collected from two cities, Denpasar and Yogyakarta. This research found that gender has association to either impulse buying and hedonic consumption on three ethnicities, with additional different impulse buying behaviour pattern in gender among ethnicities. Age has association to impulse buying on Balinese and Javanese, to hedonic consumption on Balinese and Chinese. Income has no association to impulse buying and hedonic consumption on three ethnicities.
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