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This study aims to examine the effects of utilitarian and hedonic browsing on impulse buying tendency and the urge to buy impulsively in online shopping contexts. It further evaluates the mediating role of impulse buying tendency in this relationship. Drawing on Uses and Gratifications (U&G) theory and the Stimulus-Organism-Response (S-O-R) framework, a conceptual model is developed. A questionnaire survey was conducted, and 393 valid responses from online consumers were collected. Structural Equation Modeling (SEM) was employed to analyze the data and test the proposed hypotheses. The findings demonstrate that (i) hedonic browsing has a significant positive effect on impulse buying tendency, which subsequently increases the urge to buy impulsively; (ii) utilitarian browsing has a significant negative effect on impulse buying tendency and does not directly influence impulse buying urges; and (iii) impulse buying tendency plays a critical mediating role in transforming browsing motivations into immediate purchase impulses. These results suggest that impulse buying is not purely an immediate reaction but is shaped through underlying psychological tendencies. This study contributes to consumer behavior literature by extending the application of U&G theory in digital commerce contexts and provides practical implications for online platform design and marketing strategies.

Research on students as consumers has garnered significant attention from researchers. This interest stems from the growing budgets allocated to students by both government and private families. Consequently, students engage in purchasing products and services from retailers both large and small (SMEs). To attract, satisfy and retain student customers, retailers must explore effective strategies. Hedonic values play a crucial role in retail marketing, especially when targeting students. This study aimed to assess the impact of perceived hedonic values on students’ satisfaction and repurchase intentions. Additionally, it investigated whether student satisfaction mediates the relationship between  hedonic values an repurchase intentions. The survey was conducted among TVET college students in Lephalale, South Africa (SA). The findings could not exclusively confirm the effect of perceived hedonic values on students’ satisfaction and repurchase intentions. Similarly, the findings could not confirm the mediation effect of students’ satisfaction on the link between perceived hedonic values and repurchase intentions. The results are useful to SME retailers targeting student clientele.

The e-commerce industry significantly expanded during a negative economic recession. This is because, during the COVID-19 epidemic, many countries enacted social limitations that caused various economic activities to diminish in many sectors and resulted in layoffs in various businesses because there was no production activity. Through consumer attributes such as impulsive buying tendencies, shopping enjoyment preferences, moods, and personal situations, this study aims to understand the factors contributing to impulsive buying. The SEM statistical method and PLS software were used to test the research model empirically. Sampling with a purpose was chosen. Two hundred legitimate respondents were used as samples to test the assumptions. First, the study found that impulsive buying patterns, moods, and situations all positively influence impulsive purchases. Second, other elements, such spending patterns, are not significant. This demonstrates that customers can enjoy looking up information about the desired goods, but it hasn't yet led customers to make impulsive purchases at online shops.

The aim of the study is to investigate the consequences of servicescape and to explore the application of it in the premium cinema. Several stimuli related to cinemas’ physical attraction are added to determine their relation such as ambiances, spatial layouts, and signs. 154 visitors are taken by purposive sampling. The respondents are the young regular audience in the finest cinema. Closed structure questioners are spread for primary data and examined with path analysis. The results show that servicescape is related to perceived quality, perceived value, and willingness to pay a premium. Meanwhile, a significant relation also is shown between perceived quality and perceived value. There is also evidence that both perceived quality and perceived value as antecedents of willingness to pay the premium price. The findings provide the applicability of servicescape in the cinema industry, especially in high-class cinema where the consumer-brand relationship is needed.