p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 7 July 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 7, July 2024 3089

Integral Emotions and Incidental Emotions of Consumers in

Impulse Buying Behavior Online

Erna Ferrinadewi

Universitas Widya Kartika, Indonesia

the psychological aspect of product purchases. These formed emotions can occur as a

result of the contribution of various exposures to stimuli such as sound. The aroma, color,

and taste of the product symbol

of a highly contagious disease outbreak caused large-scale social restrictions to cause

people to buy in large quantities, is proof that emotional conditions have a stronger impact

on purchasing decisions (Patiro, Budiyanti, & Hendarto, 2022). Consumers may even use

purchases as a way to control the negative feelings they feel at certain times. In the context

of the panic buying phenomenon, buying behavior is the result of consumers' efforts to

of consumers, in this case, what they feel in their satisfaction. In purchase intent,

complaints and the desire to buy or replace another brand are also influenced by the

emotions felt after the purchase. The emotions felt by consumers in the context of service

products are determined by the condition of the physical environment and the state of the

social environment (Naami & Hezarkhani, 2018). In the case of impulsive purchases, it

is often associated with being a factor in both external and internal situations (Haq &

Abbasi, 2016).

building brands are aimed at creating a close emotional relationship between consumers

emotions used are emotions such as happiness, sadness, sadness, or fear to provoke a

response from potential buyers (Sharma et al., 2022). Even some experts consider that

emotions are also able to sharpen buyers' rational considerations. In its development, the

brand's next effort is to build an emotional connection with potential buyers to drive the

purchase decision process. Emotions are mental states that arise as a result of the human

cognitive process. This cognition process is also followed by a psychological process,

even the presence of these emotions can also affect the results of the cognition process

that runs in the purchase decision (Achar, So, Agrawal, & Duhachek, 2016).

spontaneously by consumers and even seem sudden without prior deep thought and

experiences experienced by consumers such as store atmosphere, room layout, store

aroma, and creating integral emotions, so some experts argue that impulsive purchases

will occur a lot in the store environment and rarely occur in online purchase situations.

This is because, in the situation of online purchases, the sensors that can be applied to

online purchases are limited to the eyes and ears so that consumers are less likely to make

purchases spontaneously (Moreira, Fortes, & Santiago, 2017).

needed between buyers in order to reduce the risk of purchase, brands are used by

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior

Online

that needs to be borne later if the purchase does not meet expectations.

2022), feelings of boredom (Sunstorm, 2013) felt by consumers before a purchase are

incidental emotions that encourage online buying behavior, but impulsive buying

behavior and how emotions after impulsive purchases have not been researched enough.

The online purchase decision environment has been influenced more by price factors,

product availability, other buyers' ratings, social media activities (Chan, Cheung, & Lee,

2017), the problem of trust in online stores (Kamis & Zulkiffli, 2020), the characteristics

of online stores and browsing activities, electronic word of mouth.

Impulse Buying

purchase that is carried out by consumers outside of their habits that are often done by

consumers. (2) Reminder Impulse Buying is an impulsive purchase made by consumers

because they suddenly remember certain things, for example, remembering that the stock

of rice is running low at home and impulsively buying rice in the market without a prior

plan. (3) Suggestion Impulse Buying, an impulse purchase that occurs after a consumer

sees a product, and immediately feels in need without prior knowledge and in-depth

evaluation of the product (4) Planned Impulse Buying is an impulse purchase that is

determined from the availability of special offers such as discounts, special prices

according to expectations. This happens when a consumer logs into a web to make a

The focus of the study is to analyze the causal relationship between Emotion and

Impulsive Buying Behavior and how it affects Impulse Post-Purchase Behavior. There

respondents and the rest were women. The age of respondents is from 21 years old to 50

years old who are actively making online purchases. Platforms that are often used are

Shopee and Tokopedia.

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior

Online

This emotion is felt by consumers as a response to the stimulus provided by the seller. In

this study, the availability of products, the availability of product variations, and the

existence of reviews from other consumers are the stimuli that shape this emotion. This

finding is different from previous research where online platforms, things such as product

placement, display design, promotions, music, and written text online media have a

positive impact on emotions in impulse purchases (Chan et al., 2017).

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior

Online

tend to occur due to the emotional condition of consumers formed from attractive product

offers so buyers often ignore the benefits of the product in alternative evaluations.

Meanwhile, in online purchases, the main limitation is the opportunity for consumers to

receive and process stimuli physically, so consumers tend to decide not to buy quickly.

Although it is not significant in the study, the tendency not to make impulse purchases

can occur due to concerns about feeling disappointed after the purchase (Zhao, Li, Wang,

Zhou, & Luo, 2022).

behavior online. When online businesses use the factor of limited product variety

availability, even though the scarcity or limited variety of products is a strategy that is

relationship is caused by (1) too many choices, causing negative feelings in the form of

worries about the potential for unsatisfactory purchases (Schwarz & Clore, 1983;

Inyengar, 2001) and (2) demand more cognitive processes. Feelings of fear and demands

for more cognitive processes make consumers less motivated to make impulse purchases.

significant because in this study the products studied are not specific. Although it is still

not significant, it can be explained that this negative relationship can occur when buyer

reviews contain a high emotional load, which can increase consumer curiosity for certain

types of products. Consumers naturally have a yearly appetite and because of this,

emotionally charged buyer reviews can attract attention and spark curiosity. Fear, worry,

spontaneously. Incidental emotions are not formed as a consumer response to a

product/brand marketing program, but these emotions already exist and originate from

situations that have nothing to do with the product. This kind of behavior can improve the

previous negative emotional state. On the other hand, when the emotional condition is

positive, the impulsive buying behavior that is carried out tends to make consumers ignore

the negative consequences of their actions. Positive feelings, negativity, feelings of guilt,

and buying due to mood are emotional reactions that trigger impulse purchases.

investment decisions, perceptions of the safety and halal of food, and social problems. In

the context of online purchases, the negative emotions of anxiety in this study have the

largest loading factor in the incidental emotions construct so it can be said that the anxiety

that consumers are experiencing encourages consumers to make purchases spontaneously

when they successfully access the internet compared to positive emotions such as

happiness, pride, and feeling great. In negative emotional situations such as sadness,

consumers can become very compelled to overcome or get out of their negative feelings

as soon as possible without even thinking deeply the consumer is willing to pay a higher

price, and the hope of obtaining post-purchase happiness becomes a strong motivation.

individuals will have difficulties in cognition and controlling their behaviour, resulting in

impulsive behaviour.

impulse purchases because they are driven by their emotional state before the purchase in

order to improve their mood and negative emotions felt previously. Positive emotions

also encourage consumers to make impulse purchases as a gratuity to themselves, even

consumers are willing to pay more for products that are not relevant to their needs.

Impulsive buying behaviour affects post-purchase emotions.

behaviour on the emotions felt by consumers after purchase. Impulsive post-purchase

behavior are caused by consumers feeling that they have failed to control themselves (Li,

2015), and regret due to the purchase of products that are not needed. Positive feelings

such as comfort, happiness, and satisfaction felt after an impulsive purchase are caused

not only because this purchase decision was made emotionally and the low self-control

of consumers in their decisions (Gardner, 1998) but also because of the sensation of

excitement and relaxation felt during shopping.

Integral Emotions and Incidental Emotions of Consumers in Impulse Buying Behavior

Online

A negative influence was found on the involuntary emotion on impulse buying behavior,

this kind of relationship can occur because, in the online environment, consumers become

very limited in evaluating the marketing stimuli provided by marketers in online media.

These findings require further study with a larger sample size, more specific product