Analysing Important Antecedents on Online Impulsive Buying among Millennial:

An Influence to Post Purchase Dissonance

Ilsen Wunil, Sahat Toga Alamsal Freddy Sinaga, Veni Phanduwinata,

Yehuda Simon, Yosephine Tri Kinardi

Prasetiya Mulya Business School, Indonesia

ABSTRACT
Purpose – The tendency of millennial to make impulsive buying is an interesting thing to
research considering that millennial is one of the main targets of the e-commerce industry
today. Several studies have been conducted in a broader scope to see the tendency of online
impulsive buying. This study intends to shrink the scope of research to millennial in developing
countries by linking several antecedents to online impulsive buying and its effect on post-
purchase dissonance.
Design/methodology/approach – This research collected data from 276 millennials. A quota
sampling method was applied to collect the data. Then, the data were analysed using linear
regression.
Findings – This research found that three preceding factors: hedonic motivation, fear of
missing out, materialism, website quality – entertainment positively affect the online impulsive
buying. The research also found online impulsive buying positively affect post-purchase
dissonance.
Practical Implications – The outcome of this research indicate that marketer can leverage
should consider hedonic motivation, fear of missing out, materialism, and website quality –
entertainment to create targeted advertising campaigns that appeal to consumers’ emotional
desires and need for social inclusion.
Originality/value – This research presents a pioneering investigation into the dynamics
between antecedents prior to online shopping on millennial target in the developing country.
This research also contributes a unique vantage point to the evolving landscape of consumer
behaviour research about psychological factors and their subsequent implications for online
impulsive buying and post-purchase dissonance.
Keywords – fear of missing out (fomo), hedonic motivation, price value, materialism, online
reviews, usability, ease of use, entertainment, complementary function, online impulsive
buying, post-purchase dissonance
Paper type Research paper
1. Introduction
The borderless world became a common word when the internet was first applied to human
life. Human activities such as interacting, searching for information in various forms and needs,
providing information for various purposes, transacting anytime and anywhere, and so many
other purposes have become commonplace in the online world.
Businesspeople see a lot of potential in using the internet to sell their products as internet
technology continues to progress. Today, practically all businesses use online marketing as one
of their platforms for reaching consumers. The main requirement for online business is that
entrepreneurs only need an internet connection so that the place to run the business he owns
remains connected to the website or online media. If business owner wants to grow sales
volume and diversify their your sales, they absolutely must employ e-commerce. Stores can no
longer exist without being present on their customers' chosen channels. They must completely
embrace digital commerce if they want to succeed.
The OECDOrganization for Economic Cooperation and Development (Measuring the
Information Economy 2002, 2002) describes e-commerce as a subset of trade activities
conducted online where activities are not limited to transactions including ordering, billing,
and payment but also advertising and marketing. (OECD, 2002).
The history of e-commerce transactions began with the release of the e-commerce platform by
Boston Computer Exchange in 1982. The internet then developed significantly when the use
of the internet in the form of web pages was pioneered in 1991 (Chawla and Kumar, 2021).
The internet then developed significantly when the use of the internet in the form of web pages
was pioneered in 1991 (Chawla and Kumar, 2021).
Since that time, e-commerce development has grown dramatically. According to Statistics
Indonesia, a non-departmental government institute of Indonesia, an e-commerce survey
results show e-commerce businesses in 2021 is 2,868,178 businesses. Meanwhile, in the
previous year, 2020. e-commerce businesses in Indonesia were 2,361,423 businesses. It was
increase about 21% in just a year. Also, they found out that based on data collection that ended
on September 15, 2022, there are 34.10 percent of businesses conduct e-commerce activities
(BPS, 2022).
The increase in mobile or smartphone usage globally is considered the main driver for e-
commerce growth. Using these instruments, people can buy and sell on the Internet more easily
and effectively (Jocevski, et al., 2020). E-commerce service providers have also customized
their platforms so that they can be easily used on smartphones. E-commerce service providers
have also customized their platforms so that they can be easily used on smartphones.
Numerous studies have examined the shift in purchasing behaviours as generational events,
claiming that values, attitudes, preferences, and habits shape by each generation's shared
experiences. Generation to generation can be different. In this case, online purchase buying is
more likely done by Millennial and Gen Z (Q. Luo et al., 2023)
This tendency to shop online has prompted researchers to investigate this trend. Numerous
studies have explored the factors preceding impulsive buying. Earlier research found that the
antecedents such as hedonic motivations (HED), fear of missing out (FOMO), and materialism
(MAT) positively affect online impulsive buying (OIB) behaviour among Zillennial consumers
in Morocco (Chetioui, 2023). Meanwhile, price value and online reviews have no significant
effect to OIB.
Another research conduct by Rahman and Hossain (2022), four features of website quality,
such as usability (USE), ease of use (EASE), entertainment (ENT), and complimentary
functions (COMP) had a positively impact on OIB.
2. Literature review and hypotheses development
HED stands as the primary predictor for compulsive purchasing. Individuals engage in
shopping to alleviate stress, with their greatest joy derived from shopping experiences. The
compulsion to keep up with trends is vital to them (Kukar-Kinney et al., 2016). Hedonic well-
being holds utmost significance, prompting a desire for immersive in-store experiences or
hedonistic-focused online advertisements. Their shopping isn't solely about product acquisition
but centers around savouring the process (Langrehr, 1991). The appreciation they receive, not
only online appreciation but also face to face appreciation, upon using their recently obtained
items brings them delight.
Arnold and Reynolds (2003) said that a switch has occurred from viewing shopping as a task
to recognizing its mood-altering and hedonistic nature, influenced by evolving attitudes of a
culture towards consumerism (Yu and Bastin, 2010), which can stimulate impulsive and
compulsive buying. The emotional essence of HED value, differing across product categories,
aligns closely with impulsive and compulsive buying tendencies (Santini et al., 2019).
Conversely, HED highlight a purchasing process driven by pleasure, luxury, comfort, and
personal interests (Park et al., 2012). Consumers may also choose online buying for hedonistic
reasons. The positive impact of HED on impulsive shopping tendencies is evident. Dhandra
(2020) found no significant correlation between impulsive buying and self-esteem, with higher
self-esteem linked to lower impulsive purchase intentions (Amos et al., 2014). Those with
greater self-esteem exhibit more confidence in their decisions and personalities, contrasting
with less confident individuals who lean towards impulse buying (Ahmad et al., 2019). Impulse
shopping can also serve as compensation to counter negative emotions (Phan et al., 2020).
Hence, higher self-esteem aligns with reduced impulsive buying tendencies, indicating an
inverse relationship.
Research further uncovers that impulsive shopping tendencies, influenced by hedonic
motivation, impact shopping intentions. This echoes Mamuaya and Aditya's findings (2018),
emphasizing that hedonic shopping motivation predicts impulsive buying. To enhance
shopping behaviour, marketers should harness indicators of online HED such as experiential
consumption, excitement, entertainment, and relaxation (Japutra and Song, 2020; Hamid et al.,
2019; Park et al., 2012). These elements stimulate consumers with hedonic motives, calling for
marketing cues like appealing e-commerce platforms to attract potential impulsive buyers
(Chinomona, 2019).
Consequently, the study underscores the role of self-esteem in online shopping behaviour.
Seller and marketers should come up with strategies that measure the levels of customers’ self-
esteem to tailor advertisements, thereby enhancing shopping behaviour. The findings align
with recent research highlighting the impact of adventure, authority, and status on HED (Kumar
and Yadav, 2021). The study's insights advocate for crafting ads incorporating psychological
triggers that influence self-esteem, utilitarian, and hedonic motivation, effectively shaping
consumers' online shopping behaviours.
In addition to its market implications, this study contributes to theory by showcasing how HED
can be instigated through captivating visuals, videos, and effects, enticing customers to buy
from various brands. Self-esteem proves pivotal in driving impulsive shopping behavior.
Therefore, proposed hypotheses as follows:
H1: Hedonic motivations positively affects online impulsive buying

In recent years, the surge in the experience economy and how people perceive consumption
experiences has spurred extensive research into the psychological mechanisms behind
experiential consumption. This has led to a focus on concepts like self-determination and
intrinsic motivation, where individuals seek fulfilling experiences for their overall
psychological well-being. An intriguing phenomenon known as the FOMO has garnered
attention within this context. FOMO describes a feeling where individuals perceive a gap
between their own experiences and those of others, fearing they might miss out on enjoyable
experiences that others are having (Zhang et al., 2020).
Furthermore, there's been a notable shift in consumer preferences from valuing tangible goods
to valuing experiences, driven partly by the rise of social media platforms and mobile apps like
WeChat, Twitter, and TikTok. This shift involves consumers considering not just practical
benefits but also how products, services, or experiences relate to their self-identity and
autonomy (Schembri et al., 2010; Scott et al., 2013).
The prevalence of social media platforms and mobile apps has given rise to the widespread
dependence on these platforms, leading to the emergence of the term FOMO. FOMO is defined
as a pervasive concern that others are having rewarding experiences that one is not part of
(Przybylski, 2014). This fear is linked to social media usage, social networking sites, and
excessive smartphone use (Alutaybi and Al-Thani, 2020; Buglass, 2017; Kim and Lennon,
2013; Servidio, 2021; Zhang, 2021). FOMO has gained significant attention from researchers
globally, and its impact on consumer behavior has been explored, particularly in the realm of
marketing and social media.
FOMO leads to heightened engagement with social media platforms and mobile apps. Studies
have shown that FOMO has a notable influence on social media usage and connection intensity
(Roberts et al., 2020). It is also associated with problematic smartphone use and social
engagement (Elhai et al., 2020; Beyens et al., 2016).
Moreover, FOMO has become a prevalent phenomenon in the era of mobile internet, finding
its way into social media and influencer marketing strategies (Hodkinson, 2016).
Advertisements that tap into the FOMO have been found to increase social media usage
(Bright, 2018). Research has shown that incorporating FOMO messages into ads improves
consumers' recall and recognition of the content (Weideinger et al., 2021).
FOMO’s impact extends to consumer behaviour, with studies demonstrating its role in
impulsive buying and its correlation with factors like collectivism, ethnic identity, and culture
(Karimkhan et al., 2021). The presence of FOMO increases the likelihood of purchasing
decisions, as highlighted by research into the effects of FOMO-laden appeals on consumer
buying intentions (Good et al., 2020. 2021).
In summary, recent research has delved into the psychological underpinnings of experiential
consumption, particularly the FOMO, which describes a sense of missing out on enjoyable
experiences others are having. This fear is closely linked to the use of social media and has
consequences for consumer behaviour, impacting aspects like social media engagement and
purchasing decisions. Hence, we proposed the hypotheses as follows:
H2: Fear of missing out positively affect online impulsive buying

Next, MAT has been elucidated in the initial investigation by Belk (1984). It denotes the
significance an individual attributes to belongings and their attainment as a requisite and
desirable manner of behaviour to attain favourable conditions, which encompass gratification,
among other states. As per the analysis of Richins and Dawson (1992, p. 307), there exist three
dimensions to MAT: Success (depicting how an individual's success is gauged based on their
material possessions), the centrality of acquisition (indicating the extent of emphasis placed on
possessions and their procurement in someone's life), and the quest for contentment (indicating
the crucial significance of belongings play in an individual's contentment and welfare). The
phenomenon of MAT exerts a marked influence on impulsive purchasing inclinations, as
individuals predisposed to MAT display an escalated yearning to allocate their financial
resources towards material belongings to establish societal status (Richins, 2011). The inherent
impact of MAT on impulsive buying behaviour is further affirmed by Anant (2019).
In line with the earlier discussion, individuals with MAT tendencies are often entangled in
impulsive buying actions because of their fixation to engage in social contrasts and their desire
to mimic or emulate others (Sharif, 2022). However, it is important to realize that MAT and
impulse buying tendencies show variations based on cultural and economic factors (Pradipto,
2016). Within the framework of the present research, w we posit that individuals incentivized
by MAT tendencies are more prone to participate in impulsive purchasing conduct through
digital channels. Consequently, we formulate the following hypothesis:
H3: Materialism positively affect online impulsive buying

The cost mirrors the overall worth a customer exchanges to acquire the benefit of utilizing and
possessing a product or service (Kotler, 2010). Sale susceptibility, a heightened tendency to
react to a buying proposition, influenced by the favourable effect of price presentation on
assessment of acquisitions, is employed in a manner to exchange for a lower amount to receive
maximum benefit or to pay a higher amount to receive greater returns (a greater quantity of the
product, reduced cents, etc.). Some buyers seek deals due to economic gain, while certain
individuals acquire discounted products to fulfill psychological contentment (Lichtenstein,
1990). This psychological contentment is associated with the sensation of being a "savvy
shopper," in accordance with (Labbe-Pinlon, 2005), experiencing a sense of pride in obtaining
a favorable bargain is associated with impulsive buying tendencies. In essence, a discounted
price is perceived as an indicator of a favorable bargain. Thus, a discounted price is potentially
be seen as an opportunity for an advantageous transaction, encouraging an adolescent's
purchase and cultivating a sense of being a discerning shopper. In doing so, any feelings of
guilt, which appear to be connected to impulsive behavior according to Brici et al. (2013), are
likely to be minimized.
Consumers are more prone to participate in impulsive purchases when products offered at a
reduced price or when the cost is perceived as reasonable or within their budget. (Blut, 2019).
As an example, reductions in dollars are generally more influential in driving impulsive
purchases compared to percentage discounts, as people tend to view dollar savings as providing
larger advantages than percentage savings. (Chen at al., 2016). Hedonistic consumers are more
prone to being attuned to prices and engaging in impulsive buying (Park, 2012). With this same
line of thought, perceived price holds paramount importance among cruise vacationers due to
the inclination of hedonistic customers to be price-conscious (Jin, 2003). Considering that
cruise patrons generally consider fares to be high-priced (Chua, 2019), The way products and
services are priced and perceived when discounted can exert a substantial impact on individual
impulsive buying behaviour. Consequently, we posit that:
H4: Price value favorably affect online impulsive buying

The fifth variable is OLR. An OLR by customers can be characterized as a form of product
assessment and feedback provided by individuals, drawing from their individual encounters.
These evaluations are commonly published on online store websites or third-party platforms
(Chen and Xie, 2004; Mudambi and Schuff, 2010), thus amplifying the significance of studying
how OLR influence consumer choices (Dellarocas, Zhang, and Awad, 2007; Mudambi and
Schuff, 2010).
Consumer’s OLR, a category within electronic word of mouth (eWOM), have a twofold role:
they provide information about products while also giving customer-centric recommendations
(Lee, Park, and Han, 2008). Functioning as information sources, these reviews offer insights
into product features, including impartial evaluations of strengths and limitations. In their role
as endorsers, reviewers share their viewpoints and experiences to assist fellow shoppers in
appraising a product's excellence (Lee et al., 2008; Lee, Park, and Han, 2007). Notably,
consumers often consider word of mouth as the primary factor affecting their electronics
acquisitions (BIG research, 2008). In contrast with traditional word of mouth, consumer’s OLR
possess advantages such as speed, storability, anonymity, and the capability to transcend
temporal and spatial confines, allowing immediate reception (Hennig-Thurau, Gwinner,
Walsh, and Gremler, 2004).
According to Eslami and Ghasemaghaei (2018), OLR have become a prominent means of
seeking advice and perspectives to assess the appeal of a product or service, consequently
influencing consumers' desire to obtain the targeted item. Being exposed to positive reviews is
associated with an increased probability of spontaneous online buying. The ubiquity of the
internet and OLR has streamlined the process for consumers to gauge quality by comparing the
feedback of different past purchasers before finalizing a purchase choice.
In situations where positive OLR are encountered, customers exhibit a greater tendency toward
impulsive buying behavior, while negative reviews tend to deter such behaviors (Chetioui, Y.,
and Bouzidi, L. E. (2023). According to worldwide research conducted by the Opinion
Research Corporation, consumer’s OLR wield significant influence over decisions regarding
the acquisition of products or services. According to Harris (2009) nearly sixty six percent of
participants acknowledged receiving recommendations from blogs, OLR, and other forms of
customer feedback prior to purchasing new items. The act of perusing OLR holds substantial
sway over the ultimate purchase choice (Jalil and Samiei, 2012). The growth of internet-based
shopping allows customers to compare product attributes and costs, rendering it the most
convenient mode of procurement. A growing trend is observed where customers resort to
dedicated review platforms to evaluate the performance of a product or service (Chetioui et al.,
2020). Research by Bickart and Schindler (2001) suggests that product insights shared on
online forums are perceived as more credible, relatable, and capable of evoking empathy
among consumers compared to information presented on seller-designed websites.
Consequently, consumers’ OLR are assuming an increasingly pivotal role in shaping
consumers' decisions to purchase (Duan, Gu, and Whinston, 2008). Hence, we propose
hypotheses as follows:
H5: Online reviews positively affect online impulsive buying

According to Rahman and Hossain (2022), it was discovered that the effectiveness of various
elements in a well-designed website significantly impacted the adoption of online shopping.
They highlighted three key aspects of a website, such as USE, EASE, and ENT, positively
influenced customers' impulsive buying tendencies. Consequently, a skilfully designed website
feature enhances the likelihood of customers making spontaneous purchases.
Ali's study in 2016 emphasizes the importance for online marketers to enhance and emphasize
the quality of their websites, as neglecting this aspect could lead to customer attrition and
abandonment.
According to User Interface Engineering (2001), a prominent consulting firm specializing in
optimizing website usability, around 40% of spending on e-commerce websites can be refer as
impulsive buying. Given the widespread occurrence of Online Impulsive Buying (OIB), there
exists an opportunity for deeper investigation into this phenomenon. Recent focus has been
directed towards the realm of online impulsive purchasing. For instance, Madhavaram and
Laverie (2004) conducted a comprehensive exploration of OIB, identifying web features that
actively foster this behavior.
Rahman and Hossain (2022) further emphasize that emotional condition of customers,
encompassing feelings of both concern and delight, are significantly impacted by how they
perceive the quality of website. The conveniences and benefits associated with online shopping
are remarkable. A primary advantage is the EASE it offers, allowing individuals to shop from
the comfort of their homes instead of visiting physical stores. Additionally, the gratification
stemming from seamless cash transactions is noteworthy. We have put forth the following
hypotheses:
H6: Usability positively affect online impulsive buying

Websites serve as repositories of information, presented in a manner that aids visitors and
consequently influences their perception of its efficacy. The essential attributes of a B2C
website can be classified according to its information and design structure. Content
encompasses the details, characteristics, or offerings furnished on the web site, while design
pertains to the presentation of these contents to consumers. The content within a B2C website
holds significant sway over a consumer's decision-making process. It should facilitate
consumers in locating and selecting products that align with their needs. Therefore, the
effectiveness of a B2C website hinges not solely on the informational content, but also on the
tools provided for navigation and evaluation of the information's utility (Ranganathan and
Ganapathy, 2002).
As technology advances, the prevalence of mobile phone usage also influences the mediums
employed for online purchases. Websites are evolving into applications on the devices
prevalent in contemporary use. To accommodate the diverse array of media utilized for online
shopping, we are defining websites and applications as platforms. Prior research suggests
diverse attributes that can enhance a website's quality. For instance, (Wolfinbarger and Gilly,
2003) underscore the importance of website design and content in augmenting a website's
appeal to draw a larger number of online clienteles. Content conveys the provided services,
while design dictates how this information is aesthetically presented to buyers (Huizingh et al.,
2000). A website's traits such as visual allure, transactional security, and navigation serve as
distinct indicators that can directly impact consumers' impulsive purchasing tendencies (Wells
et al., 2011). (Loiacono et al., 2007) identify four specific dimensions of website quality:
utility, EASE, ENT, and COMP. (Ranganathan et al., 2002) consider design, privacy,
information content, and security as four crucial aspects of a Business to Customer website.
Similarly, (Elliott et al., 2005) illustrate that consumer viewpoints regarding a retail website
are notably affected by five separate website components: details about the product, user-
friendliness, monetary unit, trustworthiness, and entertainment. Multiple research projects
affirm the five separate components attributes of website quality have a significant impact
consumers' online impulsive buying behaviour. As instance, (Turkyilmaz et al., 2015) indicate
the three aspects of website quality which is ENT, EASE, and utility proven positively affect
consumers' OIB, while COMP had no significant impact on OIB. A skillfully designed
interface heightens the likelihood of shoppers participating in impulsive purchasing. (Hoffman
et al., 1996; Wolfinbarger et al., 2003; Shergill et al., 2005). Accordingly, we posit the
following hypothesis:
H7: Ease of use positively affect online impulsive buying

Chen and Wells (1999) found that entertainment, informativeness, and organization were the
three most important aspects of opinions toward websites after studying 120 different websites.
These three variables appeared to be the first three to show up in that study. The entertainment
factor, which focused on intriguing, inventive, and entertaining characteristics of a website,
was equivalent to the entertainment factor in that study.
According to research conduct by Liu et al. (2019) on Entertainment had a significant positive
impact on consumer’s arousal and pleasure. Arousal refers to the heightened state of alertness
and excitement that individuals experience, while pleasure relates to the positive emotional
response derived from engaging with certain stimuli. This suggests that when websites
incorporate entertaining elements, such as interactive games, engaging visuals, videos, or other
captivating content, users are more likely to experience increased levels of excitement and
enjoyment while navigating the site.
In the context of e-commerce and online shopping, this research implies that websites that
successfully integrate entertainment features have the potential to create a more memorable
and enjoyable shopping experience for their users. This heightened emotional response,
characterized by arousal and pleasure, could potentially lead to increased user engagement,
longer time spent on the website, and a higher likelihood of making impulsive purchases or
positive associations with the brand.
Website design factors like entertainment affected consumers’ online buying impulsiveness,
(Turkyilmaz, 2015). It highlights the impact of website design, particularly elements related
to entertainment, on consumers' tendency to engage in impulsive buying behavior in the online
context.
The study found a connection between certain website design factors, particularly those related
to entertainment, and consumers' likelihood to engage in impulsive buying behavior. In other
words, when e-commerce websites incorporated entertaining elements into their design,
consumers were more inclined to make impulsive purchases while browsing the site.
This highlights the importance of carefully considering website design strategies that can
positively influence consumers' emotions and behaviours, potentially leading to increased
impulsive buying tendencies. E-commerce businesses seeking to enhance their online sales and
engagement may benefit from incorporating entertaining elements into their websites to create
a more enjoyable and captivating shopping experience, thus potentially encouraging impulsive
buying behaviour.
H8: Entertainment positively affect online impulsive buying

As mentioned above, Loiacono et al. (2007) introduce four clear attributes that define the
quality of a website and the way these elements interact harmoniously. In the context of
Loiacono's research, COMP is an attribute of website quality that focuses on the interaction
and synergy between different elements or features of a website. COMP imply that these
various aspects work together in a harmonious and mutually supportive manner, enhancing the
overall user experience and potentially influencing user behaviour, such as OIB.
In Loiacono's framework, COMP could involve the coordinated integration of different website
qualities, such as USE, EASE, and ENT. When these attributes complement each other, they
create a cohesive and enriched experience for users, potentially increasing engagement and
encouraging impulsive actions, such as making spontaneous online purchases.
For example, if a website seamlessly combines practical information (USE) with intuitive
navigation (EASE) and engaging content (ENT), it is more likely to create a positive emotional
response in users. This positive experience could stimulate impulsive buying tendencies, as
users feel drawn to explore and act on their desires in the moment.
In essence, COMP in Loiacono's context involve the interplay of different website attributes to
create a holistic and appealing user experience that can positively impact behaviours like OIB.
Therefore, we proposed hypotheses as follows:
H9: Complementary functions positively affect online impulsive buying

Impulsive buying can be identified as a type of unreasonable behaviour (Chung et al., 2017).
Impulse buying refers to complicated hedonic buying behaviour, where the swiftness of the
impulsive buying decision prevents any reflective and deliberate examination of alternatives
or potential outcomes in the future (Sharma et al., 2010).
It is natural for human response to evaluate the advantages and disadvantages of post-purchase
review. This review typically results in either feeling satisfaction or a cognitive dissonance
(Chetioui, 2023).
According to Pradipto et al. (2016), if there are any changes in self-regulation of one person,
they are likely to coincide with changes in impulsive buying behaviour. Meanwhile, another
research from Badgaiyan and Verma (2014) found a significant correlation between impulsive
purchase and extraversion, indicating that individuals who are outgoing and sociable are more
prone to impulsive buying. This could make them a target for salespeople. Based on their
research, marketers, especially retailers, need to look for specific indicators to recognize
individuals with high levels of extraversion, aiming to trigger impulse actions. On the contrary,
those high on extraversion should be more careful to prevent the possibility of PPD. Hence, we
propose the following hypothesis:
H10: Online impulsive buying positively affects post-purchase cognitive dissonance

3. Research methodology
There are some differences regarding specific definitions of Millennial birth in many
literatures. CouponFollow (Melton, 2019) survey disclose US Millennial (born between 1982
and 1996) as the primary online shoppers within the US. A comprehensive understanding of
the Millennials’ behaviour and their brand loyalty is a crucial prerequisite for formulating and
executing effective marketing strategies (Gurău, 2012). To effectively engage with their target
audience, market researchers ought to adopt an individualized approach, considering not only
quantitative techniques but also relying on their experience and intuition. This approach is for
distinguishing between various market segments.
The presence of online technology has now become deeply ingrained in Millennials’ daily lives
and has significantly impacted their shopping patterns (Dharmesti et al., 2019). Being
proficient and frequent users of internet, Millennial generally possess a used to do online
shopping. According to Dharmesti et al. research in 2019, the distinct attributes of Millennial
shape their online shopping tendencies. They hold a favourable positive outlook on online
shopping that impact their intention to buy. Millennials were driven by the desire for value and
seeking bargains.
For that basic concept, the research aims to empirically examine the proposed influence of
antecedents of OIB. Within our framework, we use quantitative analysis.

3.1. Data collection and sampling method

To gather empirical data, we translated a questionnaire by adopting the measurement scale
items from prior research. The measuring items comprises 45 item questions to study eleven
constructs, with a five-point Likert scale with anchors ranging from 1 (strongly disagree) to 5
(strongly agree). The constructs are HED, FOMO, MAT, PV, OLR, USE, EASE, ENT, COMP,
precedents factor for OIB, and how OIB is significantly influence PPD. Based on the
background, this study proposes a research model shown in Figure 1. In this study, we use
HED, FOMO, MAT, PV, OLR, USE, EASE, ENT, and COMP as independent variable. OIB
and PPD used as dependent variable.
Figure 1. Research model

The respondents for our research were from Indonesia, three lecturers with doctoral and Ph.D.
degrees proficient in both English and Bahasa Indonesia helped to translate the measurement
items into Bahasa Indonesia, while ensuring face validity and contextual equivalence for
participants in Indonesia in parallel. All the items were translated back into English by the same
lecturers to verify the validity of the translation. Preliminary research was conducted among
thirty Millennials for the purpose of pretesting and confirming the translation’s validity.
The empirical data collected consist of survey responses were obtained from online shoppers
in Indonesia. The measurement items were created and distributed using Google Forms, the
link was sent via broadcast messages. We set a minimum target of 275 participants as the
sample size. A total 391 participants sample sources from all over Indonesia with varying
demographic profiles. To ensure that the respondent is an active user of online shopping, a
screening question whereby respondents were asked “Have you engaged in online shopping in
the past 6 months” If the answer was “No” the survey was closed. To make sure that the
respondent is Millennial, respondents were asked for their age. If the answer is below 27 or
above 42 years old, the survey was closed. A comparable method has been adopted by Gulfras
et al. (2022) in their online survey. Finally, 276 valid responses were collected. Table 1
represent the detailed respondent’s demographic.
Table 1
Detailed respondent’s demographic (n = 276)
Demographic information Frequency Percentage Formatted: Right
Gender Formatted Table
Male 94 34.1
Formatted: Font: Italic
Female 182 65.9
Age (years old) Formatted: Indent: Left: 0.54 cm

27-30 71 25.7 Formatted: Right

31-34 73 26.4 Formatted: Indent: Left: 0.54 cm
35-38 52 18.8 Formatted: Right
39-42 80 29.0
Formatted: Font: Italic
Domicile
Jakarta 107 38.8 Formatted: Right
Bogor 8 2.9 Formatted: Indent: Left: 0.54 cm
Depok 13 4.7 Formatted: Right
Tangerang/Tangerang Selatan 75 27.2
Formatted: Indent: Left: 0.54 cm
Bekasi 16 5.8
Formatted: Right
Outside Jabodetabek (Indonesia) 57 20.7
Occupations Formatted: Indent: Left: 0.54 cm
PNS/BUMN/Government 29 10.5 Formatted: Right
Private Sector Employee 177 64.1 Formatted: Indent: Left: 0.54 cm
Entrepreneur 19 6.9
Formatted: Font: Italic
Housewife 40 14.5
Others 11 4 Formatted: Indent: Left: 0.04 cm

Marital Status Formatted: Font: Italic

Single 74 26.8 Formatted: Indent: Left: 0 cm
Married has Child/Children 158 57.2 Formatted: Font: Not Italic
Married have no Child 39 14.1
Formatted: Indent: Left: 0.54 cm
Others 5 1.8
Education Formatted: Font: Italic
High School/Vocational School 23 8.3 Formatted: Indent: Left: 0 cm
D1-D3 (Associate Degree-Vocational Education) 14 5.1 Formatted: Font: Not Italic
D4 (Applied Bachelor) or S1 (Bachelor’s Degree) 197 71.4
Formatted: Indent: Left: 0.54 cm
S2 (Master’s Degree) 42 15.2
Formatted: Font: Italic
Income (Rupiahs/Month)
<5,000,000 33 12.0 Formatted: Indent: Left: 0 cm
5,000,000-15,000,000 119 43.1 Formatted: Font: Not Italic
15,000,001-25,000,000 73 26.4 Formatted: Indent: Left: 0.54 cm
25,000,001-35,000,000 25 9.1
Formatted: Font: Not Italic
>35,000,000 26 9.4
Formatted: Indent: Left: 0.54 cm
 Formatted: Left

3.2 Validity, reliability, and measurement model

Measurement was assessed through regression analysis, using SPSS version 25.0. Factor
loading values for each item to the related constructs were greater than 0.6. The values ranged
from 0.627 to 0.935, show that as an acceptable validity according to Hair et al. (2014).
Next, we assess the construct reliability by measuring Cronbach’s alpha factors. Cronbach’s
alpha values ranged from 0.600 to 0.925, considered satisfactory (Taber, 2017). Table 1
displays the exact measurement values, including the mean and the standard deviation for each
construct.
The study examined the Coefficient of Determination (R2) in relation to online impulsive
purchasing and post-purchase cognitive dissonance. The research elucidates that 50.2% of the
variance in online impulsive purchasing within the conceptual framework can be accounted
for. The R2 values, which fall within the range of 0.33 to 0.67, indicating moderate strength
according to Chin (1998), were utilized. Standardized coefficient estimates (β) and p-values
for each pathway were employed to assess the impact of independent variables on the
dependent variable.
The findings demonstrate statistically significant relationships for HED (β = 0.272, p < 0.05),
FOMO (β = 0.429, p < 0.05), and MAT (β = 0.149, p < 0.05). Additionally, website quality in
terms of ENT (β = 0.159, p < 0.05) also exhibited statistical significance, thereby supporting
hypotheses H1, H2, H3, and H8.
Conversely, the results indicate a negative impact of OLR (β = -0.117, p < 0.05) on OIB.
Factors such as PV (β = 0.016, p > 0.05), USE (β = 0.009, p > 0.05), EASE (β = -0.037, p >
0.05), and COMP (β = -0.066, p > 0.05) were found to lack support and were unable to explain
OIB, thus negating hypotheses H4, H5, H6, H7, and H9.
Furthermore, PPD is positively and significantly affected (β = 0.624, p < 0.05), accounting for
38.7% of the variance. This suggests that OIB has a constructive influence on PPD among the
respondents. Table 2 provides a comprehensive overview of the findings and their alignment
with the proposed conceptual model's hypotheses.

Table 2
Standardized construct, measurement item loadings, mean, standard deviation, reliability
coefficients
Construct and measurement items Factor
Loading
Hedonic motivations (HED)
Mean = 13.55; SD = 3.030; Cronbach α = 0.833 (Chetioui and Bouzidi, 2023)
Shopping is a thrilling experience for me 0.806
I go shopping when I want to treat myself to something special 0.839
I go shopping to make me feel better 0.835
To me, shopping is a way to relieve stress 0.809
Fear of missing out (FOMO)
Mean = 8.81; SD = 3.387; Cronbach α = 0.859 (Chetioui and Bouzidi, 2023)
When an item is almost out of stock, I rush into buying it without thinking of 0.839
the consequences
When there is a countdown timer on an item on sale online, I am afraid I will 0.816
miss out on the opportunity and end up buying the product
When an item is trending on social media, I feel anxious about not buying it 0.884
and being not up to date with my friends
I feel left out if I am not following a trend 0.828

Materialism (MAT)
Mean = 8.66; SD = 2.542; Cronbach α = 0.722 (Chetioui and Bouzidi, 2023)
Some of life’s most significant accomplishments 0.861
include accumulating tangible goods and possessions
My possessions reveal a lot about how well I’m doing in life 0.897
I enjoy owning items that make others take notice of me 0.627

Price value (PV)

Mean = 10.31; SD = 1.571; Cronbach α = 0.600 (Chetioui and Bouzidi, 2023;
Vahie and Paswan, 2006)
Online shop brands provide exceptional value for money 0.690
Online retailers provide me with high-quality products at a fair price 0.795
The prices at “my most frequented store” are fair 0.766

Online reviews (OLR)

Mean = 13.22; SD = 1.554; Cronbach α = 0.879 (Chetioui and Bouzidi, 2023)
When I want to purchase something online, I refer to online reviews to make 0.865
my final decision
I find it important to seek advice through online reviews to make a purchase 0.920
decision
Checking online reviews is a crucial step when shopping online 0.906

Usability (USE)
Mean = 15.70; SD = 1.905; Cronbach α = 0.713 (Rahman and Hossain, 2022)
The information provided on the online shopping platform is very useful 0.692
I can interrelate with the online shopping platform to acquire information 0.780
customized to my wishes
I feel secure in my dealings on the online shopping platform 0.731
The online shopping platform loads speedily 0.740

Ease of use (EASE)

Mean = 16.29; SD = 2.213; Cronbach α = 0.925 (Rahman and Hossain, 2022)
Pages of the online shopping platform are very easy to understand 0.898
The online shopping platform text is simple to read 0.898
The site is effortless to operate 0.935
I can effortlessly become experienced in using the online shopping platform 0.889

Entertainment (ENT)
Mean = 15.25; SD = 2.235; Cronbach α = 0.879 (Rahman and Hossain, 2022)
 The online shopping platform is pleasing visually 0.845
The online shopping platform design is fashionable 0.911
The design of the online shopping platform is innovative 0.898
I feel happy when I visit the online shopping platform 0.774

Complementary functions (COMP)

Mean = 12.65; SD = 1.676; Cronbach α = 0.750 (Li, Peng, Jiang, and Law,
2017)
The online shopping seller allows online transaction 0.711
I can finish my shopping with the platform use by seller than over phone, fax, 0.907
or email
Using the online shopping platform is easier than calling a representative on 0.922
the phone

Online impulsive buying (OIB)

Mean = 11.82; SD = 4.467; Cronbach α = 0.876 (Gulfraz et al., 2022)
When I see things in online stores, I buy them right away without thinking 0.837
about whether or not I actually need them
When I’m debating whether or not to buy anything from an online store, I 0.736
convince myself to buy now and only think about it later
I sometimes cannot suppress the feeling of wanting to buy something online 0.834
If I see something new on the internet, I want to buy it 0.866
I sometimes buy things online because I like buying things, rather than 0.830
because I need them

Formatted: Font: 11 pt, Italic

Formatted: Centered

Complementary functions (COMP) Formatted: Font: 11 pt, Italic

Mean = 21.78; SD = 6.690; Cronbach α = 0.923 (Chetioui and Bouzidi, 2023; Formatted: Font: 11 pt
Nosi, Zollo, Rialti, and Ciappei, 2022) Formatted: Font: 11 pt
I frequently have a feeling of anxiety after purchasing items that I had not 0.691
Formatted: Font: 11 pt
meant to purchase prior to browsing online retailers
I frequently feel that internet purchases I make randomly are of little value 0.757 Formatted: Centered
When I buy an item on an impulse online, I attempt to persuade myself that it 0.776 Formatted: Right
would help in the future and I will use it Formatted: Font: 11 pt, Italic
I occasionally do not feel interested anymore in items I have already bought 0.778
Formatted: Font: 11 pt
online
I wonder if I really need this product 0.888 Formatted: Font: 11 pt
I wonder whether I should have bought this product 0.880 Formatted: Font: 11 pt
I wonder if I have made the right choice 0.853 Formatted: Centered
I wonder if I have done the right thing in buying this product 0.854
Formatted: Right

Table 32 Formatted: Font: 11 pt, Italic

Hypotheses testing results Formatted: Font: 11 pt
Hypotheses Relationships Standardized T- p-values Results Formatted: Font: 11 pt
estimate (β) statistics
H1 HED → OIB 0.272 5.263 0.000 Supported Formatted: Font: 11 pt
H2 FOMO → OIB 0.429 7.979 0.000 Supported Formatted: Centered
H3 MAT → OIB 0.149 3.091 0.002 Supported Formatted: Right
 Formatted ...
Formatted ...
Formatted ...
Formatted ...
H4 PV → OIB 0.016 0.308 0.758 Not Supported Formatted ...
H5 OLR → OIB -0.117 -2.240 0.026 Not Supported
Formatted ...
H6 WebQual-USE → OIB 0.09 0.127 0.899 Not Supported
H7 WebQual-EASE → OIB -0.037 -0.485 0.628 Not Supported Formatted ...
H8 WebQual ENT → OIB 0.159 2.457 0.015 Supported Formatted ...
H9 WebQual-Comp → OIB -0.066 -1.098 0.273 Not Supported
Formatted ...
H10 OIB → PPD 0.624 13.212 0.000 Supported
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
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6.4. Discussion and implications
Formatted ...
The primary objective of the present research was to explore the key antecedents of OIB as
well as its influence on PPD among millennial. Initially, our study revealed that HED, FOMO, Formatted ...
and MAT has a positive impact on OIB within the Millennial consumer group. These findings Formatted ...
align with prior empirical research conduct by Chetioui and Bouzidi (2023). Another prior Formatted ...
research found that HED is significantly associated with impulsive buying (Kshatriya and
Formatted ...
Shah, 2021).
In contrast, our research also found that PV and OLR has no significant impact on OIB. This Formatted ...
also found in previous research by Chetioui and Bouzidi (2023). Formatted ...
Interestingly, this research found that no significant impact of website quality – USE, EASE, Formatted ...
and COMP on OIB (H6, H7, H9 was not supported). Earlier research conducted by Wiranata
Formatted ...
and Hananto (2020) also found that USE and EASE were not directly affected impulsive
buying behavior of e-commerce buyers. Another research also found similarly established that Formatted ...
COMP do not affect OIB (Turkyilmaz, et al., 2015). Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
Formatted ...
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7.5.Theoretical and managerial implications
5.1 Theoretical implications
The current research offers various theoretical contributions. This study investigates online
impulsive buying from another point of view of consumer behaviour of millennial in Indonesia,
specifically on their online shopping behaviour. This research also revealing mutual
relationship between OIB and PPD, an innovative perspective that enriches our perception of
consumer behaviour.

5.2 Managerial implications

From online reseller and marketers' point of view, this research is among the pioneers to
analyse OIB among Indonesian Millennial generations. This research found that OIB can create
cognitive dissonance after purchase is done. These finding can be used for marketers to connect
with Millennial, because they can build a strong rapport for online shopping and engage in it
regularly. It is important to retain such customers, particularly if they exhibit brand loyalty.
Their utmost priority is hedonic well-being, making them receptive to delightful online
shopping experiences or advertisements centered around hedonistic appeals in the online
shopping realm. Their shopping behaviour transcends a simple product acquisition, it’s about
savouring the entire experience (Langrehr, 1991). The compliments they receive, contribute to
their sense of delight.
Another value of this study gives insight for practitioners in the marketing, e-commerce, and
consumer psychology field, so online seller or marketing team can tailor their strategies to
captivate and engage consumers, thereby potentially enhancing conversion rates and overall
profitability.

5.3 Limitations and future research

Even though current research is among the few to analyse OIB in Indonesia Millennial
generations, it has limitations that can be analysed further for the next research, enriching our
understanding of consumer behaviour in the digital platform.
First, the research was analysed to search on antecedents of impulsive buying behavior and
website quality positively affect the post-purchase cognitive dissonance. Hence, the impact of
consumer segments, such as gender, domicile, income, can be considered as another factor in
future research. Second, current data was collected for all type of online platform. Specific
platform such as marketplace, e-commerce platform, or website can be considered in the future.
Third, this research only focused on specific criteria to analyse the antecedents of OIB. Another
factor, such as showrooming or webrooming might bias consumers engagement in OIB. Future
research also could explore generalizability of these findings across diverse digital platforms
and consumer segments, considering variations in products, services, and cultural contexts.
Next, the study did not explicitly address potential cross-cultural variations in the relationships
between psychological factors, OIB, and PPD. Exploring these dynamics across different
cultural backgrounds could yield valuable insights into consumer behaviour's cultural nuances.
Finally, future research could investigate effective interventions to mitigate PPD stemming
from OIB. Developing strategies that align with psychological factors could offer actionable
insights for businesses seeking to enhance consumer satisfaction and minimize dissonance.
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