Emotion and Impulsive Buying towards Purchase Decisions on Consumer Goods Through Social media Platforms of Bangkok Residents
Keywords:
Emotion, Impulsive Buying, Purchase Decisions, Consumer GoodsAbstract
The objectives of this study were to investigate 1) the emotion towards impulsive buying; 2) the emotion towards purchase decisions; and 3) the impulsive buying towards purchase decisions on consumer goods through online platforms of Bangkok residents. Samples in this study were 500 Bangkok residents purchasing products on consumer goods through online platforms. These samples were randomized by using purposive samplings. A questionnaire was used as the research instrument in this study. Statistics used in this study were means, standard deviation (SD) and structural equation modeling program (SEM). Results of this study revealed emotion and impulsive buying had directly impacted purchase decisions on consumer goods through online platforms of Bangkok residents. The path coefficient scales included 0.560 and 0.445. Furthermore, emotion had directly impacted impulsive buying, and emotion had indirectly impacted purchase decisions on consumer goods through online platforms of Bangkok residents. The path coefficient scales included 0.933 and 0.415.
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