IMPACT OF PRICE PROMOTION ON ONLINE IMPULSE PURCHASE INTENTION WITH MEDIATION OF HEDONIC MOTIVES

Abstract

The research aims to find the effect of price promotion with the mediating role of hedonic motives on online impulse purchase intention of the consumers whose ages are 45 and above. The study grounded in the SOR, a model based on stimulus-organism-response. The study employed a structured questionnaire by administering 300 samples and analyzed through PLS-SEM (Partial Least Square-Structured Equation Modelling) for examining inner and outer models. The study finds that price promotion has a significant direct impact on impulse purchase intentions and along with that it also significantly affect hedonic motives. Nonetheless, hedonic motive has no significant effect on impulse purchase intention; hence no mediating effect of hedonic motives between price promotion and online impulse purchase intention. The findings of the study have practical implications for the online and physical both marketers who want to target aged consumers by focusing on value-oriented strategies based on promotional campaigns by using emotionally charged messages.