Youngsters Hedonic Shopping Motives in Different Genders and its Influence on Impulse Buying Tendencies: The Moderating Effect of Situational Factors

In consumer behaviour hue, though the shopping motives-impulse buying intention nexus is well documented, the influence with situation factors for it as well as its gender differences on its nodes still underexplored. Consequently, this paper aim to study the relationship between hedonistic shopping motives of young consumers and their impulse shopping intention under the control of situational factors. The study will be contributed to the academia with filling the gap of knowledge in the intentions nexus with encountered hedonistic motives of consumers. Primary data were collect for survey with 117 respondents on conveniently through self-administered questionnaire. The findings revealed variables in hedonistic shopping motives, novelty, and social interaction for females, and fun for both males and female respondents indicate significant positive relationship. The moderating effect of money was significant for both groups and time effect also significant for female consumers. The incurred limitation and the future research implications have discussed.