From Convenience to Compulsion: How E-wallets Shape Impulse Buying Trends Among Gen Z in Indonesia

Abstract

This research applies the Stimulus-Organism-Response (S-O-R) model to examine the influence of e-wallet features on impulse buying behavior in Generation Z consumers in Indonesia. This research aims to analyze the influence of perceived interactivity, perceived risk, visual appeal, and subjective norms on user satisfaction and perceived enjoyment, which subsequently affect impulse buying behaviors. Data were collected via a structured questionnaire survey involving 325 respondents and analyzed using SmartPLS v.3.0 with Structural Equation Modeling (SEM) techniques. The results indicate that perceived interactivity, visual appeal, and subjective norms significantly contribute to user satisfaction and perceived enjoyment. Perceived risk does not significantly influence satisfaction or enjoyment. It is important to note that user satisfaction does not affect impulse buying; however, perceived enjoyment has a positive effect on impulsive purchasing behavior. This analysis will benefit e-wallet companies and marketers in improving user experiences and engagement, fostering more effective strategies for stimulating impulse purchasing among Generation Z consumers.