Factors Influencing Gen-Y in Malaysia to Purchase Impulsively: A Mediating Effect of Perceived Enjoyment

The prevalence of online, impulse purchasing has raised significant interest among academic scholars and practitioners, regarding the factors that influence this phenomenon. The main purpose of this study is to determine the relationship between online store environments, online promotions, perceived enjoyment, and online impulse purchasing. This study utilised the survey research method. A total of 407 respondents took part in this study. Partial least square structural equation modelling (PLS-SEM) applied, to fit the data into the hypothesised model. The results show that online store environment, online promotions, and perceived enjoyment affect online impulse purchase behaviour. The study is useful to both researchers and online retail operators, to understand the importance of online store environments, online promotions, and perceived enjoyment for consumers.