The Role of Threshold of Free Shipping Promotion and Product Type on Impulsive Buying Behaviour in E-Commerce Platform

Authors

  • Readdy Aria Yendola School of Business and Management, Institut Teknologi Bandung
  • Nila Armelia Windasari School of Business and Management, Institut Teknologi Bandung

DOI:

https://doi.org/10.21512/tw.v23i2.8140

Keywords:

threshold of free shipping, hedonic shopping motivation, positive affect, impulsive buying behavior, experimental research

Abstract

The research proposed new insight on how the threshold of free shipping (TFS) promotion type and product type could affect consumers to buy impulsively through emotional consumer reaction of hedonic motivation and positive affect, using the S-O-R model. The data was analyzed using 188 responses who had completed questionnaires. Data was collected using the purposive sampling method with a minimum sample size of 138 from GPower calculation. The research uses ANOVA and Regression Analysis to assess the model and utilizes SPSS. The result clearly illustrates that the maximum threshold of free shipping type with the hedonic product would lead more to consumer hedonic motivation. At the same time, the minimum threshold of free shipping type will induce too when combined with utilitarian products. Furthermore, consumer feelings of hedonic motivation and positive affect play an essential role in determining consumers’ impulsive buying behavior. The research would benefit stakeholders in using and maximizing the free shipping promotion program.

Dimensions

Plum Analytics

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Published

2022-08-09
Abstract 227  .
PDF downloaded 87  .