Indonesian Consumers Impulse Buying Intention in a Marketplace Application

Abstract

Purpose - This research aims to investigate impulse buying behavior and its relationship with
utilitarian browsing and hedonic browsing that are influenced by a variety of selection and information
quality in addition to the online marketplace.
Design/methodology/approach - A survey was used to collect data with a purposive sampling technique in
Jakarta and the surrounding area. The data analysis was conducted using Partial Least Square-Structural
Equation Modeling (PLS-SEM).
Findings - Information quality positively influences utilitarian and hedonic browsing, while the variety of
selection does not. Mediating variables such as hedonic browsing positively influence impulse buying, while
utilitarian browsing does not.
Originality/value - This study was carried out with a new modified framework model that examines the
influence of a variety of selection and information quality on the two mediating variables, namely utilitarian
and hedonic browsing, which are supposed to influence impulse buying