A MEDIATING EFFECT OF PERCEIVED ENJOYMENT ON THE RELATIONSHIP BETWEEN ONLINE SHOPPING ENVIRONMENT, SALES PROMOTION, WEBSITE QUALITY, AND ONLINE IMPULSE BUYING

Abstract

Given the rapidly increasing popularity of online impulse buying using digital platforms, it has raised significant interests among academic scholars and business practitioners about the factors that influence this phenomenon. The aim of this study is to examine the main factors that can influence online impulse buying among Generation-Y in Malaysia. The study was conducted utilising survey research method, aiming to create better understanding of online impulse buying behaviour. The results show that several factors such as online shopping environment, sales promotion, website quality, and mediated perceived enjoyment affect online impulse buying behaviour among online consumers in Malaysia. This study also provides novel insights for marketing and information system literatures. The result of this study would contribute to new comers in online retail industry who wish to penetrate Malaysian market as well as for existing Malaysian online retailers who wish to increase the number of online buyers.