Situational Impulsive and Compulsive Online Purchase of Fashion Products in Generation Z

Ni Wayan Ekawati; I Gusti Ayu Ketut  Giantari; Komang Rahayu  Indrawati; I Gusti Ayu  Tirtayani; Irene Hanna H. Sihombing

doi:10.32870/myn.vi55.7823

Authors

Ni Wayan Ekawati Udayana University https://orcid.org/0000-0001-6337-5983
I Gusti Ayu Ketut Giantari Udayana University https://orcid.org/0000-0001-7841-0526
Komang Rahayu Indrawati Udayana University
I Gusti Ayu Tirtayani Universitas Pendidikan Nasional https://orcid.org/0000-0002-7174-0626
Irene Hanna H. Sihombing Politeknik Pariwisata Bali, Indonesia. https://orcid.org/0000-0002-1341-9623

DOI:

https://doi.org/10.32870/myn.vi55.7823

Keywords:

impulsive buying, compulsive buying, Generation Z, financial management, materialism, socioeconomic status, time affluence, online fashion purchases.

Abstract

This study investigates the situational factors influencing impulsive and compulsive online purchases of fashion products among Generation Z. The findings indicate that financial management has a negative and significant effect on impulsive buying, meaning that better financial management reduces the likelihood of impulsive purchases. On the other hand, materialism and socioeconomic status positively and significantly affect impulsive buying, showing that stronger materialistic traits and higher socioeconomic status increase unplanned purchasing behavior. Time affluence demonstrates a positive but insignificant effect, suggesting that having ample time does not necessarily influence impulsive buying decisions. Additionally, impulsive buying is found to have a positive and significant impact on compulsive buying, indicating that unplanned purchases, combined with emotional attachment to fashion products, escalate into compulsive buying behavior. The study's limitations include a focus solely on Generation Z and fashion products purchased online, which restricts its generalizability to other generations and product categories. These findings offer valuable insights into understanding and managing impulsive and compulsive buying behaviors in the online fashion retail context.

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