How does time pressure shape impulsive buying behavior? Hedonic vs. utilitarian values emerges as a key driver on E-commerce platforms

This study explores the dynamics of consumer impulsive buying behavior—both affective and cognitive—on e-commerce platforms by identifying key shopping motivation factors and examining the role of customer value, which includes both hedonic and utilitarian dimensions. Additionally, the research investigates the moderating effect of time pressure on the relationship between consumer value and impulsive buying behavior. This study uses structural equation modeling (SEM) with Smart-PLS software to analyze data from Indonesian (N = 520) e-commerce buyers. The results indicate that shopping motivations, particularly ‘best deal’ and ‘social’ factors, significantly enhance consumers' hedonic value but do not impact utilitarian value. Hedonic value, in turn, strongly influences affective impulsive buying behavior, whereas utilitarian value does not. Additionally, time pressure moderates the relationship between hedonic value and affective impulsive buying, while having no effect on the link between utilitarian value and cognitive impulsive buying. This study provides a comprehensive look at impulsive buying behavior in e-commerce, focusing on consumer value and the role of time pressure. The findings show that exclusive deals and social interactions boost hedonic value, which has a stronger effect on affective impulsive buying than utilitarian value on cognitive impulsive buying. These insights help e-commerce platforms refine strategies to increase consumer engagement and impulsive purchases.