Exploring the Influential Factors and the Moderating Effects on Impulsive Buying Intention

The issue of impulsive buying intention was regarded as one of important issues on consumer consumption behavior. But there is still lack of integrated relevant variables in the overall framework. This study thus aimed to identify the influence of personality traits, shopping enjoyment and hedonic shopping on impulsive buying intention by adopting normative evaluation and habitual domains as moderating variables. Research hypotheses were tested using a questionnaire survey with 440 respondents who had experience of an experiential environment using structural equation modeling (SEM). The results indicated that personality traits significantly influence both shopping enjoyment and hedonic shopping. Consequently, shopping enjoyment and hedonic shopping significantly influence impulsive buying intention. Habitual domains showed a very significant influence on the relationship between hedonic shopping and impulsive buying intention, while normative evaluation did not have a significant moderating effect on the r elationship between shopping enjoyment and impulsive buying intention.