The Role of Self-Confidence in Moderating The Influence of At‎titude and Digital Stimuli on Online Impulse Buying

  • Authors

    • Dhita Dhora Damayanti Universitas Sebelas Maret, Universitas Islam Lamongan
    • Budhi Haryanto Universitas Sebelas Maret
    • Lilik Wahyudi Universitas Sebelas Maret
    • Catur Sugiarto Universitas Sebelas Maret
    https://doi.org/10.14419/4ja3sx81

    Received date: July 7, 2025

    Accepted date: September 4, 2025

    Published date: November 4, 2025

  • Visual Appeal; Self-Confidence; Online Convenience; Impulse Buying; Promotion; Attitude

  • Abstract

    Digital transformation has fueled an escalation in online impulse buying, driven by stimuli such as visual appeal, convenience, and promo-‎tions. However, consumer responses are often shaped by internal psychological factors like self-confidence. This study aims to analyze the ‎moderating role of self-confidence in the relationship between consumer attitudes, digital stimuli, and online impulse buying behavior. A ‎quantitative method was applied, involving 223 Shopee users selected through purposive sampling. Data were analyzed using Partial Least ‎Squares Structural Equation Modeling (PLS-SEM) with moderation interaction tests. The results reveal that self-confidence strengthens the ‎influence of attitude on impulse buying but significantly weakens the impact of visual appeal. No significant moderation effect was found ‎for convenience and promotion stimuli, suggesting that the universal appeal of these utilitarian and heuristic cues operates independently of ‎this psychological trait. Self-confidence acts selectively as a moderator: it reinforces internal pathways (attitude) while neutralizing specific ‎external stimuli (visuals). These findings enrich the Stimulus-Organism-Response (SOR) and Cognitive Emotion Theory (CET) frame-‎works in the context of digital retail. Online impulse buying is not only shaped by external stimuli but also heavily dependent on individual ‎psychological characteristics, where self-confidence critically determines how stimuli are translated into spontaneous purchasing decisions. ‎This study provides actionable managerial implications for psychographic marketing and policy recommendations for consumer protection ‎in the evolving global e-commerce landscape‎.

  • References

    1. A. Ahdiat, “Pertumbuhan Nilai Transaksi Harbolnas 2013-2023,” Databoks.
    2. A. Gurunathan and K. S. Lakshmi, Exploring the Perceptions of Generations X, Y and Z about Online Platforms and Digital Marketing Activities, vol. 8, no. 5. 2023. https://doi.org/10.26668/businessreview/2023.v8i5.2122.
    3. A. Karbasivar and H. Yarahmadi, “Evaluating Effective Factors on Consumer Impulse Buying Behavior,” Asian J. Bus. Manag. Stud., vol. 02, no. 04, pp. 174–181, 2011.
    4. A. Mehrabian and J. A. Russell, An Approach to Environmental Psychology. The MIT Press, 1974.
    5. C. C. Liang, A. P. I. Yu, and T. H. Le, “Customers Focus and Impulse Buying at Night Markets,” J. Retail. Consum. Serv., vol. 60, p. 102434, 2021. https://doi.org/10.1016/j.jretconser.2020.102434.
    6. C. L. Hsu, K. C. Chang, and M. C. Chen, “Flow Experience and Internet Shopping
    7. D. W. Rook and R. J. Fisher, “Normative Influences on Impulsive Buying Behavior,” J. Consum. Res., vol. 22, no. 03, p. 305, 1995. https://doi.org/10.1086/209452.
    8. D. N. Greenfield, “Psychological Characteristics of Compulsive Internet Use: A Preliminary Analysis,” Cyberpsychology Behav., vol. 02, no. 05, pp. 403–412, 1999. https://doi.org/10.1089/cpb.1999.2.403.
    9. E. C. S. Ku and C. der Chen, “Flying on the Clouds: How Mobile Applications Enhance Impulsive Buying,” Serv. Bus., vol. 14, no. 01, pp. 23–45, 2020. https://doi.org/10.1007/s11628-019-00407-3.
    10. E. J. Park, E. Y. Kim, and J. C. Forney, “A Structural Model of Fashion-Oriented Impulse Buying Behavior,” J. Fash. Mark. Manag., vol. 10, no. 4, pp. 433–446, 2006. https://doi.org/10.1108/13612020610701965.
    11. E. J. Park, E. Y. Kim, V. M. Funches, and W. Foxx, “Apparel Product Attributes, Web Browsing, And E-Impulse Buying on Shopping Websites,” J. Bus. Res., vol. 65, no. 11, pp. 1583–1589, 2012. https://doi.org/10.1016/j.jbusres.2011.02.043.
    12. I. L. Wu, K. W. Chen, and M. L. Chiu, “Defining Key Drivers of Online Impulse Purchasing,” Int. J. Inf. Manage., vol. 36, no. 03, pp. 284–296, 2016. https://doi.org/10.1016/j.ijinfomgt.2015.11.015.
    13. J. Howard, Consumer Behaviour: Application and Theory. McGraw-Hill, 1977.
    14. L. Aragoncillo and C. Orús, “Impulse Buying Behaviour: An Online-Offline Comparative and the Impact of Social Media,” Spanish J. Mark. - ESIC, vol. 22, no. 01, pp. 42–62, 2018. https://doi.org/10.1108/SJME-03-2018-007.
    15. L. Y. S. Lo, S. W. Lin, and L. Y. Hsu, “Motivation for Online Impulse Buying: A Two-Factor Theory Perspective,” Int. J. Inf. Manage., vol. 36, no. 05, pp. 759–772, 2016. https://doi.org/10.1016/j.ijinfomgt.2016.04.012.
    16. L. (Alice) Jiang, Z. Yang, and M. Jun, “Measuring Consumer Perceptions of Online Shopping Convenience,” J. Serv. Manag., vol. 24, no. 02, pp. 191–214, 2013. https://doi.org/10.1108/09564231311323962.
    17. R. M. Baron and D. A. Kenny, “The Moderator-Mediator Variable Distinction in Social Psychological Research,” J. Pe~nality Soc. Psychol., vol. 51, no. 06, pp. 1173–1182, 2018. https://doi.org/10.1037//0022-3514.51.6.1173.
    18. S. Kimiagari and N. S. Asadi Malafe, “The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior,” J. Retail. Consum. Serv., vol. 61, p. 102567, 2021. https://doi.org/10.1016/j.jretconser.2021.102567.
    19. S. Shim, M. A. Eastlick, S. L. Lotz, and P. Warrington, “An Online Prepurchase Intentions Model,” J. Retail., vol. 77, no. 03, pp. 397–416, 2001. https://doi.org/10.1016/S0022-4359(01)00051-3.
    20. T. Himawari, K. Nakamura, and M. Suzuki, “Impact of Visual Cues on Impulse Buying Behavior in E-commerce,” J. Consum. Behav., vol. 22, no. 03, pp. 200–212, 2018.
    21. T. K. H. Chan, C. M. K. Cheung, and Z. W. Y. Lee, “The State of Online Impulse-Buying Research: A Literature Analysis,” Inf. Manag., vol. 54, no. 02, pp. 204–217, 2017. https://doi.org/10.1016/j.im.2016.06.001.
    22. T. Verhagen and W. Van Dolen, “The Influence of Online Store Beliefs on Consumer Online Impulse Buying,” Inf. Manag., vol. 48, no. 08, pp. 320–327, 2011. https://doi.org/10.1016/j.im.2011.08.001.
    23. V. T. Clover, “Relative Importance of Impulse-Buying in Retail Stores,” J. Mark., vol. 15, no. 01, pp. 66–70, 1950. https://doi.org/10.1177/002224295001500110.
    24. W. Applebaum, “Studying Customer Behavior in Retail Stores,” J. Mark., vol. 16, no. 02, p. 172, 1951. https://doi.org/10.1177/002224295101600204.
    25. W. Shu and Y. H. Chuang, “The Perceived Benefits of Six-Degree-Separation Social Networks,” Internet Res., vol. 21, no. 1, pp. 26–45, 2011. https://doi.org/10.1108/10662241111104866.
    26. X. Xu, L. Wang, and K. Zhao, “Exploring Determinants of Consumers’ Platform Usage in ‘Double Eleven’ Shopping Carnival in China,” Sustain., vol. 12, no. 07, pp. 1–18, 2020. https://doi.org/10.3390/su12072790.
    27. X. Zheng, J. Men, F. Yang, and X. Gong, “Understanding Impulse Buying in Mobile Commerce,” Int. J. Inf. Manage., vol. 48, pp. 151–160, 2019. https://doi.org/10.1016/j.ijinfomgt.2019.02.010.
    28. Y. Lina, D. Hou, and S. Ali, “Impact of online convenience on generation Z online impulsive buying behavior,” Front. Psychol., vol. 13, pp. 1–17, 2022. https://doi.org/10.3389/fpsyg.2022.951249.
    29. Y. Y. Lee, C. L. Gan, and T. W. Liew, “The Impacts of Mobile Wallet App Characteristics on Online Impulse Buying,” Hum. Behav. Emerg. Technol., vol. 2022, 2022. https://doi.org/10.1155/2022/2767735.

  • Downloads

  • How to Cite

    Damayanti, D. D. ., Haryanto , B. ., Wahyudi , L. ., & Sugiarto, C. . (2025). The Role of Self-Confidence in Moderating The Influence of At‎titude and Digital Stimuli on Online Impulse Buying. International Journal of Accounting and Economics Studies, 12(7), 103-108. https://doi.org/10.14419/4ja3sx81