Citation

Lee, Yi Yong and Gan, Chin Lay (2025) Positive affect and normative evaluation as mediators in the impulsiveness and Gen-Y impulse purchase urges. International Journal of Business Innovation and Research, 36 (1). pp. 75-102. ISSN 1751-0252

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Abstract

This study examines the role of the individual factor impulse buying tendency (IBT) on the urge to buy impulsively (UB) through the mediations of positive affect (PA) and normative evaluation (NE). The structural model of this study was analysed using structural equation modelling conducted in Smart PLS 3.0. Findings revealed that IBT, PA, and NE significantly predicted UB. IBT significantly predicted the PA and NE. Both PA and NE have partially mediated the relationship between IBT and UB. The overall findings of this study could enrich the understanding of impulse purchase behaviour, particularly in the Malaysian Gen-Y context.

Item Type:	Article
Uncontrolled Keywords:	Impulse buying tendency, IBT, cognitive reaction, affective reaction, generation Y, gender differences, impulse buying
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	18 Feb 2025 01:16
Last Modified:	18 Feb 2025 02:24
URII:	http://shdl.mmu.edu.my/id/eprint/13458

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