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Predicting the relationship between scarcity and serendipity information toward impulse buying behavior : hedonic shopping values as moderator variables

Prawira, Natasha A.; Sihombing, Sabrina O. - In: ASEAN marketing journal : Association of Southeast … 13 (2021) 1, pp. 66-85

relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive … method as the data collection techniques by distributing online questionnaires. There are 330 respondents with the criteria … shopping and idea shopping towards online impulse buying behavior Theoretical Contribution/Originality: This research makes a …

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