The Influence of Web Design, Trust, Hedonic Shopping Motivation and Positive Emotions on Online Impulsive Buying Behavior among Private University Students in Klang Valley

Abstract

The rapid expansion of digital technologies and e-commerce platforms has significantly transformed consumer purchasing behavior, particularly among Generation Z students who are highly engaged in online environments. Continuous exposure to online shopping platforms, social media, and mobile applications has contributed to the rise of online impulsive buying behavior, characterized by spontaneous and unplanned purchase decisions. Understanding the drivers of such behavior is crucial, as university students represent a digitally active and influential consumer segment. This study aims to examine the influence of website design, trust, hedonic shopping motivation, and positive emotions on online impulsive buying behavior among private university students in the Klang Valley. The objective is to determine how technological features and psychological factors contribute to impulsive purchasing tendencies in digital shopping contexts. A quantitative research design was adopted. Data were collected through structured questionnaires distributed to Generation Z students using convenience sampling. The data were analyzed using the Statistical Package for the Social Sciences (SPSS), employing reliability analysis, correlation analysis, and multiple regression to test the proposed relationships. The findings reveal that website design, trust, hedonic shopping motivation, and positive emotions each have a positive and statistically significant effect on online impulsive buying behavior. These results highlight the combined importance of technological attributes and emotional drivers in shaping impulsive purchases. The study offers practical implications for online retailers and marketers seeking to enhance user engagement, strengthen trust, and create more appealing digital shopping experiences.