Hedonic Shopping Motivations and Impulsive Buying among Young Adult Consumers on Social Media-Driven Culinary Consumption

Carstensz Nidya Aulia; Rifelly Dewi Astuti

doi:10.59261/inkubis.v8i3.401

Authors

Carstensz Nidya Aulia Universitas Indonesia
Rifelly Dewi Astuti Universitas Indonesia

DOI:

https://doi.org/10.59261/inkubis.v8i3.401

Keywords:

hedonic shopping motivations, impulsive buying, social media, culinary consumption, young adult consumers

Abstract

Background: Social media has reshaped culinary consumption by influencing how young adults discover and evaluate food products. Viral menus and online recommendations often trigger spontaneous purchasing decisions; however, the role of specific hedonic shopping motivation dimensions in digital culinary consumption remains limited.

Objective: This study examines the effects of adventure shopping, value shopping, role shopping, idea shopping, social shopping, and gratification shopping on impulsive buying among young adult consumers influenced by social media culinary content.

Methods: A quantitative cross-sectional design was employed using an online questionnaire distributed through purposive sampling. Data were collected from 265 Indonesian consumers aged 26–35 years and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).

Results: Adventure shopping (β = 0.134; p < 0.05), idea shopping (β = 0.235; p < 0.001), social shopping (β = 0.120; p < 0.05), and gratification shopping (β = 0.435; p < 0.001) positively affected impulsive buying, while value shopping and role shopping were insignificant. The model explained 61.9% of impulsive buying variance (R² = 0.619).

Conclusion: The findings highlight that novelty, inspiration, social interaction, and emotional satisfaction are key drivers of impulsive buying. This study provides insights for culinary businesses and social media marketers in developing consumer-oriented strategies.

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