Online Shopping Experience on Impulsive Buying Behaviour: A Study on Indonesian Customers Using Online Platform Tokopedia and Shopee

Abstract

This study investigates the influence of Online Customer Shopping Experience (OCSE) on Impulsive Buying Behaviour among Indonesian consumers using Tokopedia and Shopee platforms. OCSE is conceptualized through two primary dimensions: functional (interactivity, informativeness, visual engagement, and ease of navigation) and psychological (trust, convenience, and enjoyment). The research also examines the mediating role of Attitudinal Loyalty in the relationship between OCSE and impulsive buying behaviour. Using a quantitative approach, data were collected from 238 active users of Tokopedia and Shopee through structured questionnaires. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results indicate that both functional and psychological dimensions of OCSE significantly influence impulsive buying behaviour. Additionally, attitudinal loyalty partially mediates these relationships, demonstrating its critical role in strengthening consumer emotional attachment and spontaneous purchasing tendencies. These findings contribute theoretically to the literature on digital consumer behaviour and practically assist e-commerce platforms in designing customer experiences that enhance loyalty and drive profitable impulsive purchases.