HEDONISM AND COMPULSIVE BUYING BEHAVIOR AMONG GENERATION Z: THE ROLE OF SHOPEE PAYLATER USAGE AND IMPULSIVE BUYING BEHAVIOR
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Abstract
The increasing accessibility of e-commerce platforms and digital payment methods, such as Shopee PayLater, has contributed to the intensification of consumerist behavior among Generation Z. One prominent manifestation of this phenomenon is compulsive buying, which often evolves from impulsive purchasing and is driven by hedonistic motivations. This study aims to examine the influence of hedonism on impulsive and compulsive buying behavior, as well as to investigate the mediating roles of Shopee PayLater usage and impulsive buying behavior. A quantitative research approach was employed using purposive sampling, involving 197 Generation Z respondents in Surabaya who had used Shopee PayLater at least once within the past six months. Data were collected through structured questionnaires and analyzed using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) technique. The findings reveal that hedonism has a significant positive effect on Shopee PayLater usage, impulsive buying, and compulsive buying behavior. Furthermore, Shopee PayLater significantly influences impulsive buying and serves as an indirect mediating variable in the relationship between hedonism and compulsive buying, alongside impulsive behavior. These results indicate that the interaction between hedonistic motivation and the convenience of digital credit payment systems reinforces a cycle of emotionally driven consumption among Generation Z.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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