e-ISSN 2231-8542
ISSN 1511-3701

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What Motives Consumers to Spend?: A Study on Impulsive Purchases

Muhartini Salim

Pertanika Journal of Tropical Agricultural Science, Volume 25, Issue S, November 2017

Keywords: Culture, lifestyle, impulsive purchases, hedonic, utilitarian

Published on: 7 May 2018

This research is based on Rook and Fisher's (1995) theory of taxonomy that explains the reasons for impulsive purchase. The aim of this study was to understand the motivations for hedonic expenditure and utilitarian expenditure physical environment, personality and culture as moderating variables on impulsive purchases. A total of 400 respondents who shopped at a souvenir store in Bengkulu, Indonesia were interviewed. The SmartPLS 2.0, a statistical technique, was used to identify the variables. Results showed physical environment, personality, and culture partially and positively affected impulsive purchases. Lifestyle however, has no effect on impulsive purchases. Second, there was the difference between hedonic expenditure motivation and utilitarian expenditure motivation. Third, motivation for hedonic expenditure was stronger.

ISSN 1511-3701

e-ISSN 2231-8542

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