Contribution of Enjoyment and Browsing Activity On Urge to Buy Impulsively In E-Commerce: Gender Roles as Mediators

The existence of e-commerce is predicted to continue to increase along with the development of information technology and also change consumer behavior patterns in shopping. Technology users are not clustered by gender but differently regarding online purchasing behavior. Therefore, this study aims to investigate the enjoyment and browsing activity in e-commerce with the role of gender in moderating the relationship between impulsiveness and the urge to buy impulsively. This study uses a quantitative approach with an online survey method of 244 consumers in 5 cities around Jakarta who adopt e-commerce for shopping activities. A purposive sampling technique was applied in this study. Component-based structural equation modeling statistical technique was used to answer the research hypotheses. This study has proven that perceived enjoyment affects impulsiveness (p-value = 0.016), browsing activity (p-value < 0.001), and the urge to buy impulsively (p-value = 0.003) positively and significantly. Browsing activity also influences impulsiveness (p-value < 0.001) and the urge to buy impulsively positively and significantly (p-value < 0.001. In addition, impulsiveness positively and significantly affects the urge to buy impulsively in e-commerce (p-value < 0.001). This study also proved that gender moderates positively and significantly in the relationship between impulsiveness and the urge to buy impulsively (p-value = 0.005). Finally, this study informs that gender strongly influences unplanned buying behavior in e-commerce.