Determinants of Online Impulse Buying Behaviour of Generation Z - The Case of North Macedonia

Abstract

The phenomenon of impulse buying has been attracting the attention of researchers and practitioners worldwide for decades and it continues to attract attention in e-commerce domain in recent years. However, there are few studies on the determinants of online impulse buying behavior of young consumers especially in developing countries. Therefore, this study research aims to fill this gap and explore the influencing factors on young consumers' impulsive behaviour while online in North Macedonia. Followed by the accelerated growth of e-commerce in North Macedonia especially during and after pandemic, the interest on impulse buying behaviour of online consumers has increased from marketing and business perspective. This study examines the crucial factors impacting consumers online impulse buying behaviour based on the extended Technology Acceptance Model (TAM). A survey was conducted via an online questionnaire, among 151 young respondents from March to May 2023. Demographic data was collected as well as data considering shopping online habits and structure of goods/services shopped online. The basic constructs of the initial model, such as perceived ease of use, perceived usefulness, attitude towards use, were examined. Specific new constructs of interest were added in the research such as individual characteristics (impulsiveness) and environment mainly including website quality measured by several features in relation to impulse buying. The data analysis supports the presumption that personal tendency to buy on impulse is the most significant predictor of impulse buying intention online. The model developed in this study provides relevant theoretical and practical implications by confirming that some of the tested factors are critical in online impulsive buying behaviour of generation Z consumers in a developing country context. Findings can be instrumental in the context of web design and choice of products and/or services to be offered as items for impulse buyers in North Macedonia.