HEDONIC SHOPING VALUE AND IMPULSE BUYING TENDENCY OF THE YOUNG CONSUMER

Abstract

The objective of this study was to examine the effects of hedonic shopping value on impulse buying tendency of the young consumer group. Structural equation modeling was used to analyze the data. The results shows that the four components of hedonic shopping value had positive effects on impulse buying tendency of the young consumer group, namely: Fun, Praise from others, Novelty, Social interaction. This results suggest that the managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the components of the hedonic shopping value to stimulate impulse buying tendency of the young consumer group.

Keywords: Impulse buying; hedonic shopping value; shopping; behaviour; young consumer.