Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

Exploring the Effect of Situational Factors on Hedonic and Utilitarian Browsing for Mobile App Impulsive Buying

Prof. Dr. Santi Budiman, MM
Professor of Management Department, Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda, Jl. Hayam Wuruk No 20, Yogyakarta 55212, Indonesia
Prof. Dr. Tony Wijaya, MM
Professor of Management Department, Faculty of Economic, Universitas Negeri Yogyakarta, Jl. Colombo No 1, Yogyakarta 55281, Indonesia
Prof. Dr. Sukesi, MM
Professor of Management Department, Universitas Dr. Soetomo, Jl. Semolowaru No.84, Menur Pumpungan, Surabaya 60118, Indonesia
Dr. Dra. Damiasih, MM
Assistant Professor of Tourism Department, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta, Jl. Ahmad Yani Ring Road Timur, Yogyakarta 55198, Indonesia.
Keywords: Situational factors, Browsing behavior, Digital marketing, Impulsive buying, hedonic browsing ,


The advent of internet-based technology has had a profound impact on the utilization of technology and the conduct of its users. The present utilization of technology is resulting in the creation of a globally networked human population. Impulse purchasing is a prevalent consumer behavior frequently observed within the realm of Internet commerce. This study investigates the situational variables that influence impulsive buying behavior among customers that utilize online mobile application marketplace platforms. The research model encompasses several key components, namely the physical surroundings, social environment, time perspective, and hedonic and utilitarian browsing. These aspects play a crucial role in influencing impulse buying behavior. The sample was selected using a purposive sampling strategy, specifically targeting individuals aged 18-40 years who were deemed to possess mobile devices. The data collection methodology employed in this study was the distribution of online questionnaires to a specific target population meeting preset criteria. Specifically, the participants were required to be mobile device users who accessed online market board applications and had engaged in frequent purchasing activities during the past six months. The employed methodology for data analysis is Structural Equation Modelling. The results derived from this study suggest that the impact of the physical environment on hedonic browsing is negligible, although it does have a discernible influence on utilitarian browsing. The browsing activities of individuals are influenced by the social environment, encompassing both hedonic and utilitarian factors. The temporal orientation does not exert an influence on hedonic browsing, but it does have an impact on utilitarian browsing. The impact of utilitarian browsing on impulse buying is found to be insignificant, but hedonic browsing is found to have a beneficial influence on impulse buying tendencies.

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