Website Quality, Advertising Appeals, and Sales Promotions: Effects on Hedonic Value and Impulse Buying

International Journal of Economics and Management Studies

© 2023 by SSRG - IJEMS Journal

Volume 10 Issue 10

Year of Publication : 2023

Authors : I Gede Nandya Oktora Panasea, Ni Nyoman Rsi Respati, Agus Erik Wistika Putra, Mutiara Diva Ramadhani

10.14445/23939125/IJEMS-V10I10P104

How to Cite?

I Gede Nandya Oktora Panasea, Ni Nyoman Rsi Respati, Agus Erik Wistika Putra, Mutiara Diva Ramadhani, "Website Quality, Advertising Appeals, and Sales Promotions: Effects on Hedonic Value and Impulse Buying," SSRG International Journal of Economics and Management Studies, vol. 10,  no. 10, pp. 26-34, 2023. Crossref, https://doi.org/10.14445/23939125/IJEMS-V10I10P104

Abstract:

This research aimed to investigate how advertisement appeals, and sales promotions moderate the impact of website quality on both the hedonic value and impulse buying behaviors of Shopee website users in Denpasar City. A total of 129 participants were selected using purposive sampling, and data was collected through surveys. The analysis employed Moderated Regression Analysis (MRA) with a Partial Least Square (PLS) approach. The findings of this study demonstrated that each of the variables—sales promotion, advertisement appeals, and website quality—exerted a significant and positive influence on both hedonic value and impulse buying. It is important to note that these conclusions are specific to Shopee platform users; different platforms might yield different results. However, these outcomes contribute valuable empirical insights that can offer practical guidance to companies aiming to understand the impact of hedonic value on user behavior. This research addresses a significant issue within the digital industry and can serve as a foundation for informed decision-making.

Keywords:

Advertising appeals, Consumer behavior, Hedonic value, Impulse buying, Sales promotion, Website quality.

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