Shopping Lifestyles and Impulse Buying in Emerging Markets: A Study of Hedonic Consumers

In the digital era, rapid technological growth has reshaped consumer lifestyles, especially in online shopping behavior. Shopee, one of Indonesia’s largest e-commerce platforms, provides a relevant context to examine how emotional and lifestyle-driven factors influence impulsive purchases. This study investigates the effects of hedonic shopping motivation and shopping lifestyle on impulse buying among Shopee users. Using a quantitative design, data were collected from 138 active users aged 16 to 25. The analysis, conducted using partial least squares structural equation modeling (PLS-SEM), reveals that hedonic motivation significantly drives impulse buying, shopping lifestyle also significantly influences impulse buying, and hedonic motivation positively affects shopping lifestyle. Prior studies on hedonic consumption and impulse buying have been predominantly conducted in developed countries, leaving a gap in understanding how these behaviors manifest in emerging markets like Indonesia. This study addresses that gap by focusing on Indonesian consumers within Shopee’s ecosystem—a platform with region-specific features that amplify impulsive tendencies. It also applies an established behavioral model in a culturally distinct and underexplored context, offering both theoretical contribution and practical insights for digital marketing strategies.