Attitude toward money and openness to experience in the formation of marketplace consumer impulse buying

  • Andyan Pradipta Utama 
    Universitas Mercu Buana
    Indonesia
  • Alvita Sari
    Universitas Mercu Buana
    Indonesia
  • Rahayu Lestari
    Universitas Nasional
    Indonesia
  • Subur Karyatun
    Universitas Nasional
    Indonesia

Abstract

Impulse purchases in the digital marketplace are increasing, but the relationship between attitudes towards money, openness to experience, and hedonic shopping motivation has not been studied in an integrated manner. This study aims to analyze the effect of attitudes towards money and openness to experience on impulse purchases, with hedonic shopping motivation as a mediating variable. This research refers to the Theory of Planned Behavior and the Five Factor Model as a theoretical basis. Using a mixed method sequential explanatory approach, quantitative data was collected from 115 marketplace respondents in Jabodetabek and analyzed using PLS-SEM. The qualitative stage was conducted through interviews with 8 informants. Results show that attitude towards money has a significant effect on hedonic shopping motivation (t = 2.491; p = 0.013) and impulse buying (t = 3.917; p = 0.000), but the mediation effect is not significant (t = 1.108; p = 0.268). In contrast, openness to experience had a significant effect on hedonic shopping motivation (t = 4.291; p = 0.000) and impulse purchase (t = 2.395; p = 0.017), and was significantly mediated by hedonic shopping motivation (t = 2.041; p = 0.042). These findings provide strategic implications for digital marketers in developing campaigns based on consumer psychological characteristics. Limitations of this study include sample size and geographical scope.
Lisensing Information
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References
  1. Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/https://doi.org/10.1016/S0022-4359(03)00007-1
  2. Avan, F., & Şahin, E. (2024). The Effect of Unplanned Purchasing on Hedonic and Compulsive Purchase in the Scope of Consumer Purchase Behavior TT - Tüketici Satın Alma Davranışı Kapsamında Plansız Satın Almanın Hedonik ve Kompülsif Satın Alma Üzerine Etkisi. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 29(3), 175–188. https://dergipark.org.tr/tr/pub/sduiibfd/issue/89696/1573617
  3. Bamansoor, S., Pande, B., Moaiad, Y. Al, Pathmanathan, P. R., El-Ebiary, Y. A. B., Latiff, N. A. A., Aseh, K., Aledinat, L. S., & Yusoff, F. H. (2021). Efficient Online Shopping Platforms in Southeast Asia. 2021 2nd International Conference on Smart Computing and Electronic Enterprise (ICSCEE), 164–168. https://doi.org/10.1109/ICSCEE50312.2021.9497901
  4. Brabo, N. A., Sari, N. E., Iswati, H., & Meidiyustiani, R. (2021a). The influence of price, promotion and positive emotions on online impulse buying with hedonic shopping motivation as an intervening variable (Study: Women fashion product in Indonesia). Budapest International Research and Critics Institute Jurnal, 4(4), 11358–11368. https://www.academia.edu/download/87912732/3199-9214-1-PB.pdf
  5. Brabo, N. A., Sari, N. E., Iswati, H., & Meidiyustiani, R. (2021b). The Influence of Price, Promotion and Positive Emotions on Online Impulse Buying with Hedonic Shopping Motivation as an Intervening Variable (Study: Women Fashion Product in Indonesia). Budapest International Research and Critics Institute Journal, 4(4), 11358–11368. https://doi.org/10.33258/birci.v4i4.3199
  6. Cahyani, L., & Marcelino, D. (2023). Positive emotions as mediation between hedonic shopping motivations on impulsive buying behavior of E-Commerce in Indonesia. APMBA (Asia Pacific Management and Business Application), 11(3), 347–362. https://doi.org/10.21776/ub.apmba.2023.011.03.7
  7. Çavuşoğlu, S., Demirağ, B., & Durmaz, Y. (2021). Investigation of the effect of hedonic shopping value on discounted product purchasing. Review of International Business and Strategy, 31(3), 317–338. https://doi.org/10.1108/RIBS-04-2020-0034
  8. Chang, Y.-W., Hsu, P.-Y., Chen, J., Shiau, W.-L., & Xu, N. (2023). Utilitarian and/or hedonic shopping – consumer motivation to purchase in smart stores. Industrial Management & Data Systems, 123(3), 821–842. https://doi.org/10.1108/IMDS-04-2022-0250
  9. Chincholkar, S., & Sonwaney, V. (2022). How Demographic Factors Impact Consumers’ Product Choice During Online Shopping: An Empirical Study of Tier-III Markets. Indian Journal of Marketing, 52(2), 34–52.
  10. Deliana, S. R., Afifah, N., Listiana, E., Shalahuddin, A., & Hasanudin, H. (2024). The influence of fear of missing out (FoMO) and hedonism on online impulse buying in Generation Z Shopee users with subjective norm and attitude as mediation variables. Journal of Management Science (JMAS), 7(1), 206–216. https://doi.org/10.35335/jmas.v7i1.392
  11. Dwiputrianti, S., Nugroho, A. B., Islam, V. R., & Kurniawan, I. (2023). Increasing Consumer Hedonic Shopping Motivation in Encouraging the Purchase of Local Skincare Products’ Somethinc’. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBI), 4(2), 200–210.
  12. Erdem, A., & Yılmaz, E. S. (2021). Investigation of hedonic shopping motivation effective in impulse buying behavior of female consumers on Instagram. Yaşar Üniversitesi E-Dergisi, 16(64), 1605–1623. https://doi.org/10.19168/jyasar.892799
  13. Fenton-O’Creevy, M., & Furnham, A. (2020). Money Attitudes, Personality and Chronic Impulse Buying. Applied Psychology, 69(4), 1557–1572. https://doi.org/https://doi.org/10.1111/apps.12215
  14. Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103000
  15. Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature. https://library.oapen.org/handle/20.500.12657/51463
  16. Harjadi, D., Arraniri, I., & Fatmasari, D. (2021). The role of atmosphere store and hedonic shopping motivation in impulsive buying behavior. Jurnal Riset Bisnis Dan Manajemen, 14(2), 46–52. https://doi.org/10.23969/jrbm.v14i2.3933
  17. Huang, S.-C., Silalahi, A. D. K., Eunike, I. J., & Riantama, D. (2024). Understanding impulse buying in E-commerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15, 100157. https://doi.org/https://doi.org/10.1016/j.teler.2024.100157
  18. Indrajaya, A. N., & Mahesha, G. (2022). The effect of big five model (BFM) personality traits on online impulsive buying: Evidence from website user in DKI Jakarta area. International Journal of Business, Economics and Law, 26(1), 108–120. https://ijbel.com/wp-content/uploads/2022/03/IJBEL26.ISU1_226.pdf
  19. Jannah, M., Mahmuda, Z., & Alankrita, A. (2025). The Digital Economy Boom: How E-Commerce is Reshaping Indonesia’s Market. Indonesia Discourse, 2(1). https://doi.org/10.15294/indi.v2i1.23034
  20. Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1), 2068402. https://doi.org/10.1080/23311975.2022.2068402
  21. Malani, Y., Aakula, S., & Oman, Z. U. (2024). Impulse buying: a multi-national consumer study. Involvement International Journal of Business, 1(2), 86–99. https://doi.org/10.62569/iijb.v1i2.14
  22. Matović, N., & Ovesni, K. (2023). Interaction of quantitative and qualitative methodology in mixed methods research: integration and/or combination. International Journal of Social Research Methodology, 26(1), 51–65. https://doi.org/10.1080/13645579.2021.1964857
  23. Muftiadi, A. (2022). Business innovation and e-commerce in Indonesia. Asian Development Outlook. https://www.adb.org/sites/default/files/institutional-document/826606/adou2022bn-business-innovation-ecommerce-indonesia.pdf
  24. Nagadeepa, C., & Shirahatti, M. D. (2021). Impulse buying: concepts, frameworks and consumer Insights. Shanlax Publications. https://books.google.com/books?hl=id&lr=&id=2-s_EAAAQBAJ&oi=fnd&pg=PA1&dq=impulse+buying+behavior+is+explained+as+a+quick,+unplanned+buying+decision+triggered+by+a+momentary+emotional+impulse+&ots=dECr7ZjFOE&sig=Ien43kJrLmSNSsroLtz9N5U91Uw
  25. Ningrum, R. A., & Widanti, A. (2023). The Effect of Shopping Lifestyle and Sales Promotion on Impulse Buying Moderated By Openness To Experience on Shopee. International Journal of Management and Digital Business, 2(1), 14–29. https://doi.org/10.54099/ijmdb.v2i1.554
  26. Ong, Z., Lau, J., & Zainudin, N. (2021). Money attitude, materialism and compulsive buying among Malaysian young adults. Management Science Letters, 11(1), 281–290. https://pdfs.semanticscholar.org/df47/d27668fc1985cd63cded4501a8d6013f266c.pdf
  27. Pacheco, D. C., de Serpa Arruda Moniz, A. I. D., Caldeira, S. N., & da Silva, O. D. L. (2024). Building an Irresistible Shopping Experience: The Power of Personality, Subjective Well-Being and Parasocial Relationships on the Online Impulse Buying Tendency BT - Advances in Tourism, Technology and Systems (A. Abreu, J. V. Carvalho, P. Liberato, & H. C. Monroy (eds.); pp. 399–408). Springer Nature Singapore.
  28. Pahlevi, R. (2022). Nilai Transaksi E-Commerce Indonesia Diperkirakan Capai US$137,5 Miliar pada 2025. Databoks.Katadata.Id. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/578053fb8bceef8/nilai-transaksi-e-commerce-indonesia-diperkirakan-capai-us1375-miliar-pada-2025
  29. Pranata, J. A., Riyanto, M. R. P., Hendrawan, S., & Gunadi, W. (2024). The Effect of Hedonic Motivation and IT Affordance on Impulsive Buying Decisions in Social Commerce: TikTok. International Journal of Electronic Commerce Studies, 15(2), 63–102. https://doi.org/10.7903/ijecs.2303
  30. Purwaningtyas, E., Muzdalifah, L., Novie, M., & Sholikhah, A. (2025). The Big Five Personality: Agreeableness, Conscientiousness, Extroversion, Neuroticism, Openness To Experience Terhadap Impulsive Buying Behavior Pada E-Commerce Gen Z Surabaya. Jurnal Lentera Bisnis, 14(2), 1250–1266. https://doi.org/10.34127/jrlab.v14i2.1454
  31. Purwianti, L., Yulianto, E., & Lie, D. (2024). The Mediating Role Of Attitude In Impulse Buying. Maker: Jurnal Manajemen, 10(2), 196–214. https://doi.org/10.37403/mjm.v10i2.702
  32. Ramdhani, N. (2012). Adaptasi Bahasa dan budaya dari skala kepribadian big five. Jurnal Psikologi, 39(2), 189–205. https://doi.org/10.22146/jpsi.6986
  33. Sesini, G., & Lozza, E. (2023). Understanding individual attitude to money: A systematic scoping review and research agenda. Collabra: Psychology, 9(1). https://doi.org/10.1525/collabra.77305
  34. Shaw, N., Eschenbrenner, B., & Baier, D. (2022). Online shopping continuance after COVID-19: A comparison of Canada, Germany and the United States. Journal of Retailing and Consumer Services, 69, 103100. https://doi.org/https://doi.org/10.1016/j.jretconser.2022.103100
  35. Shemeis, M., Asad, T., & Attia, S. (2021). The effect of big five factors of personality on compulsive buying: the mediating role of consumer negative emotions. American Journal of Business and Operations Research, 2(1), 5–23. https://www.researchgate.net/profile/Mohamed-Shemeis/publication/349850160_The_Effect_of_Big_Five_Factors_of_Personality_on_Compulsive_Buying_The_Mediating_Role_of_Consumer_Negative_Emotions/links/6043f627a6fdcc9c781ad0f5/The-Effect-of-Big-Five-Factors-of-Personality-on-Compulsive-Buying-The-Mediating-Role-of-Consumer-Negative-Emotions.pdf
  36. Soelton, M., Ramli, Y., Wahyono, T., Saratian, E. T. P., Oktaviar, C., & Mujadid, M. (2021). The impact of impulse buying on retail markets in Indonesia. The Journal of Asian Finance, Economics and Business, 8(3), 575–584. https://koreascience.kr/article/JAKO202106438543448.pdf
  37. Sriyanto, A., Anggara, D. S., & Haryanto, I. (2025). The role of hedonic motivation, consumer lifestyle, and store environment in driving impulsive buying. Jurnal Konseling Dan Pendidikan, 13(1), 251–261.
  38. Tarka, P., Kukar-Kinney, M., & Harnish, R. J. (2022). Consumers’ personality and compulsive buying behavior: The role of hedonistic shopping experiences and gender in mediating-moderating relationships. Journal of Retailing and Consumer Services, 64, 102802. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102802
  39. Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(S1), S71–S83. https://doi.org/10.1002/per.423
  40. Wang, X., Ali, F., Tauni, M. Z., Zhang, Q., & Ahsan, T. (2022). Effects of hedonic shopping motivations and gender differences on compulsive online buyers. Journal of Marketing Theory and Practice, 30(1), 120–135. https://doi.org/10.1080/10696679.2021.1894949
  41. Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: The effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395–405. https://koreascience.kr/article/JAKO202100569413313.pdf

Downloads

PDF

Statistic

Abstract Views
: 25 times
PDF
: 4 times