The Role of Materialism on Perceived Values and Online Impulse Buying Behaviour among Generation Y: A Research Framework Proposition

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Pravina Jayapal, Azizah Omar, Mahmod Sabri Haron


ABSTRACT

The purpose of this paper is to develop a research framework based on previous literature review related to perceived values, materialism and online impulse buying behaviour among Generation Y, which is supported by the StimulusOrganism-Response Model. In this paper, three components of perceived value from the theory of consumption values by Sheth et al. (1991) have been utilised due to its relevance to the impulse buying context, namely, social value, emotional value and epistemic value. The social value is further divided into social bridging and social bonding which is derived from the theory of social capital. Furthermore, materialism functions as the mediator between perceived values and online impulse buying behaviour. This paper expects to assist practitioners and academicians in gaining further understanding on online impulse buying behaviour. The present paper serves as one of the early studies on perceived values, materialism and online impulse buying behaviour and among the few addressing Generation Y in Malaysia. Finally, this study adds to the existing literature on the mediating effect of materialism towards perceived values and online impulse buying behaviour.

 

Keywords: Perceived values; generation y; materialism; online impulse buying behaviour.