Understanding the Impact of Internet Addiction on Impulse Buying: Exploring Task Orientation and Self-efficacy

This study examines the impact of task orientation and self-efficacy on impulsive purchasing behavior, with internet addiction as a mediating variable. In this study, the exogenous factors were task orientation and self-efficacy, with impulsive purchasing behavior as the endogenous variable. The Shopee online purchasing serves as the study’s context. The authors used non-probability sampling, and questionnaires were distributed via Google Forms. The data was analyzed using structural equation modeling (SEM) AMOS Version 22 software. The findings indicate that task orientation and self-efficacy have a positive impact on internet addiction. Task orientation and self-efficacy also have positive effects on impulse buying. At the same time, internet addiction positively impacts impulse buying. Internet addiction mediates the relationship between task orientation and impulsive buying, as well as self-efficacy and impulse buying.