Analysis of the Influence of Digital Shopping Experience on Impulse Purchases of E-Commerce Consumers

Abstract

The development of digital technology has changed consumer behavior in making transactions, especially through e-commerce platforms. One of the phenomena that has emerged along with the ease of access and pleasant digital experience is impulse purchases. This study aims to analyze the influence of digital shopping experience on consumer impulse purchase behavior in the context of e-commerce. The method used is quantitative with a descriptive and verifiable approach. Data was obtained through the distribution of questionnaires to 120 respondents who actively used online shopping platforms. The analysis technique used is simple linear regression.  The results showed that the digital shopping experience had a positive and significant effect on impulse purchases with a regression coefficient value of 0.656 and a significance of 0.000. A coefficient of determination (R²) of 0.348 indicates that 34.8% of impulse purchase variations can be explained by the digital experience that consumers perceive, while the rest are influenced by other factors. These findings support the Stimulus-Organism-Response (SOR) theory which states that external stimuli such as digital interfaces can influence emotions and purchasing decisions. Thus, the digital shopping experience is proving to be an important factor in encouraging consumer impulsive behavior on e-commerce platforms.  This research provides implications for e-commerce managers to be able to design user experiences that are not only visually and technically attractive, but also consider ethical aspects and consumer self-control.