• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 1 (2024) >
JOEBM 2024 Vol.12(1): 1-7
DOI: 10.18178/joebm.2024.12.1.767

Moderating Effects of Scarcity on Consumer Traits and Motives towards Impulsive Buying Behaviour during Covid-19 Pandemic among Indonesian Millennials

Eunike Gabriella*, Patrick Juan Theodorus, Dominicus Darren, and Evi Rinawati Simanjuntak
Business Management Program, Management Department, BINUS Business School, Bina Nusantara University, Jakarta, Indonesia
*Correspondence: israel.mtz@tec.mx(J.I.M.L.)

Manuscript received May 12, 2023; revised June 28, 2023; accepted August 19, 2023; published January 10, 2024

Abstract—Research about impulsive buying behaviour has identified several determinant factors along the consumer journey, including psychological factors such as consumers’ traits and shopping motives. This study investigates the moderating impact of the scarcity created in flash-sale events on the linkage between consumers’ traits (sensation-seeking and self-identity) and shopping motives (hedonic and utilitarian). We collect 230 usable data using purposive sampling on e-marketplace consumers in Indonesia. We tested the hypothesis using Partial Least Square-Structural Equation Modeling (PLS-SEM). Direct effects of shopping motives and consumer traits toward impulse buying behaviour are evident in the result. Findings suggest scarcity moderates the linkage between utilitarian motive and sensation-seeking trait toward impulse buying behaviour, showing an enhancement effect. However, we find no support for moderating effect of scarcity on hedonic motive and self-identity trait. The uniqueness of the scarcity effect in creating impulse buying behaviour in the e-marketplace, can be used to develop strategies to increase sales in the e-marketplace.

Keywords—e-marketplace, impulsive buying behaviour, scarcity effect, shopping motives, consumer traits

Cite:Eunike Gabriella, Patrick Juan Theodorus, Dominicus Darren, and Evi Rinawati Simanjuntak, "Moderating Effects of Scarcity on Consumer Traits and Motives towards Impulsive Buying Behaviour during Covid-19 Pandemic among Indonesian Millennials," Journal of Economics, Business and Management, vol. 12, no. 1, pp. 1-7, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).


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