Objective - The present study examines the impact of Trust, the Need for Arousal, and Materialism on Online Impulsive Buying Behavior. Additionally, an examination was conducted to determine if there existed any disparity in impulsive purchasing behavior between users of Tokopedia and Shopee, two of the most fiercely competitive online marketplaces in Indonesia, which made impulsive purchases.

Methodology/Technique - The study collected empirical data from a sample of 192 Tokopedia and 192 users of Shopee. The questionnaires were disseminated using Google Forms. Multiple regression analysis and ANCOVA approaches were employed to examine the dataset using the SPSS program.

Findings - The study indicated a favorable relationship between the Need for Arousal and Materialism and Online Impulsive Buying Behavior. However, it was found that Trust had no significant impact on Impulsive Buying Behavior. The ANCOVA analysis revealed no statistically significant distinction between Tokopedia and Shopee users.

Novelty - The findings of this study provide substantial and relevant insights that contribute to the existing body of research on impulsive consumer behavior and the online marketplace industry. This study proposes enhanced ways to foster marketplaces, particularly in managing impulsive purchases, by analyzing the influence of Trust, the Need for Arousal, and Materialism.

Type of Paper - Empirical

Keywords: ANCOVA, impulsive buying, materialism, need for arousal, trust.

JEL Classification: M31, M37, M39.

URI: http://gatrenterprise.com/GATRJournals/JMMR/vol9.3_3.html

DOI: https://doi.org/10.35609/jmmr.2024.9.3(3)

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