Factors Affecting E-Impulse Purchase Among Generation Y : The Moderating Impact Of Hedonic Shopping

• Main Author: Phui, Wang Lee
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2019
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/34669/2/Phui%20Wang%20Lee.pdf; http://ir.unimas.my/id/eprint/34669/

This research was conducted to investigate the relationship between five elements of website characteristics and e-impulse purchase with hedonic shopping as moderator'. Questionnaires were distributed to 183 respondents in generation Y cohort throughout Kuching. Confirmatory factor analysis and Partial-Least-Square regression have been used to analyze data through SmartPLS2. According to present study, the results revealed that only one of the website characteristics, which is perceived usefulness was significantly and positively related to e-irnpulse purchase. The other four elements of website characteristics was founded have no significant relationship with e-impulse purchase. Moreover, the result also indicated that hedonic shopping do not moderate the relationship between website characteristics and e-impulse purchase. Through this research, new insights regarding the relationship between website characteristics and eimpulse purchase were gained.