Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods
The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment metho...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
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| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2419484 |
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| author | Shirin Istikhara Djamhari Martina Dwi Mustika Bertina Sjabadhyni Alif Ramadian Puspa Ndaru |
| author_facet | Shirin Istikhara Djamhari Martina Dwi Mustika Bertina Sjabadhyni Alif Ramadian Puspa Ndaru |
| author_sort | Shirin Istikhara Djamhari |
| collection | DOAJ |
| description | The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p < 0.05); however, FOMO is not significantly moderated (p > 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research. |
| format | Article |
| id | doaj-art-13832f25a5dc4b0abbea93b89b249cd9 |
| institution | OA Journals |
| issn | 2331-1975 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj-art-13832f25a5dc4b0abbea93b89b249cd92025-08-20T02:10:50ZengTaylor & Francis GroupCogent Business & Management2331-19752024-12-0111110.1080/23311975.2024.2419484Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methodsShirin Istikhara Djamhari0Martina Dwi Mustika1Bertina Sjabadhyni2Alif Ramadian Puspa Ndaru3Faculty of Psychology, Universitas Indonesia, Depok, Jawa Barat, IndonesiaFaculty of Psychology, Universitas Indonesia, Depok, Jawa Barat, IndonesiaFaculty of Psychology, Universitas Indonesia, Depok, Jawa Barat, IndonesiaFaculty of Psychology, Universitas Indonesia, Depok, Jawa Barat, IndonesiaThe widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p < 0.05); however, FOMO is not significantly moderated (p > 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research.https://www.tandfonline.com/doi/10.1080/23311975.2024.2419484Buy now pay laterdigital paymentFOMOe-walletimpulsive buyingpromotion |
| spellingShingle | Shirin Istikhara Djamhari Martina Dwi Mustika Bertina Sjabadhyni Alif Ramadian Puspa Ndaru Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods Cogent Business & Management Buy now pay later digital payment FOMO e-wallet impulsive buying promotion |
| title | Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods |
| title_full | Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods |
| title_fullStr | Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods |
| title_full_unstemmed | Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods |
| title_short | Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods |
| title_sort | impulsive buying in the digital age investigating the dynamics of sales promotion fomo and digital payment methods |
| topic | Buy now pay later digital payment FOMO e-wallet impulsive buying promotion |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2024.2419484 |
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