The Influence of Individual Internal Factors on Impulse Buying Behaviour through Online Shopping

Objective – The aim of this research is to identify whether personality, emotions, and hedonic motivation influence impulse buying behaviour when shopping online. Methodology/Technique – A total of 270 samples were collected through online. Factor analysis and multiple linear regression were conducted in this research. Findings – The result shows that personality and hedonic motivations are positively related to online impulse buying, whereas emotions are not positively related to online impulse buying. Novelty – Previous research had focused more on the external factors that influence online impulse buying. There is a lack of research focus on internal factors that influence online impulse buying. In this research, the individual internal factors such as personality, emotions, and hedonic motivations are used to clarify the relationships between online impulse buying and the individual internal factors. Type of Paper: Empirical