How do online browsing motivations influence impulse buying? A uses and gratifications perspective

Abstract

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.

Keywords: {'name': 'Impulse Buying, Hedonic Browsing, Utilitarian Browsing, Uses and Gratifications Theory, Online Shopping'}

Authors & affiliations

Shing-Chi Fan
I-Shou University

Ren-Fang Chao
I-Shou University

Chuan-Chun Wu
I-Shou University

Zhe-Cheng Chen
I-Shou University

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