Online Impulse Buying: The Role of Self-Construction and Online Shop Aesthetics

International Journal on Advanced Science, Engineering and Information Technology, 8(5), 1926-1933 (2018)

8 Pages Posted: 24 Nov 2018

See all articles by Rahayu Crystal Himawari

Rahayu Crystal Himawari

Bina Nusantara University (Binus) - Psychology Department

Tommy Prayoga

Bina Nusantara University (Binus) - Psychology Department

Sheila Putri Fajrianti

Bina Nusantara University (Binus) - Psychology Department

Juneman Abraham

Bina Nusantara University (Binus) - Psychology Department

Date Written: October 30, 2018

Abstract

Online impulse buying could harm someone financially and psychologically. Previous studies have identified variables that predict impulse buying, but not many of them have examined the human’s self. This study aimed at investigating the roles of insecure self, engulfed self, and perceived aesthetic of online shop in predicting the online impulse buying. The participants were 285 private sector employees (156 males and 129 females; Mean of age of 27.1 years old; Standard deviation of age of 5.9 years) in the Greater Jakarta, Indonesia. Data analysis using multiple linear regression analysis showed that the positive prediction hypotheses were supported by empirical data. An additional descriptive analysis applying the Terror Management Theory showed that participants with higher mortality salience tend to have more online buying experience, and they are inclined to purchase more luxurious items such as jewelry and expensive watch than participants with lower mortality salience. This study contributes in developing the interdisciplinary field of psychological science and information technology by integrating the self and the virtual medium of shopping variables as well as by recommending a behavioral engineering to control online impulse buying.

Keywords: Impulsive Buying, Self, Aesthetic, Online, Mortality Salience, Business Psychology

Suggested Citation

Himawari, Rahayu Crystal and Prayoga, Tommy and Fajrianti, Sheila Putri and Abraham, Juneman, Online Impulse Buying: The Role of Self-Construction and Online Shop Aesthetics (October 30, 2018). International Journal on Advanced Science, Engineering and Information Technology, 8(5), 1926-1933 (2018). Available at SSRN: https://ssrn.com/abstract=3275095

Rahayu Crystal Himawari

Bina Nusantara University (Binus) - Psychology Department ( email )

Jl. K. H. Syahdan No. 9
Kemanggisan / Palmerah
Jakarta Barat, 11480
Indonesia

Tommy Prayoga

Bina Nusantara University (Binus) - Psychology Department ( email )

Jl. K. H. Syahdan No. 9
Kemanggisan / Palmerah
Jakarta Barat, 11480
Indonesia

Sheila Putri Fajrianti

Bina Nusantara University (Binus) - Psychology Department ( email )

Jl. K. H. Syahdan No. 9
Kemanggisan / Palmerah
Jakarta Barat, 11480
Indonesia

Juneman Abraham (Contact Author)

Bina Nusantara University (Binus) - Psychology Department ( email )

Jl. K. H. Syahdan No. 9
Kemanggisan / Palmerah
Jakarta Barat, 11480
Indonesia
+62215345830 (Phone)

HOME PAGE: http://about.me/juneman

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