Title: Positive affect and normative evaluation as mediators in the impulsiveness and Gen-Y impulse purchase urges

Authors: Yi Yong Lee; Chin Lay Gan

Addresses: Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia ' Faculty of Business, Multimedia University, Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka, Malaysia

Abstract: This study examines the role of the individual factor impulse buying tendency (IBT) on the urge to buy impulsively (UB) through the mediations of positive affect (PA) and normative evaluation (NE). The structural model of this study was analysed using structural equation modelling conducted in Smart PLS 3.0. Findings revealed that IBT, PA, and NE significantly predicted UB. IBT significantly predicted the PA and NE. Both PA and NE have partially mediated the relationship between IBT and UB. The overall findings of this study could enrich the understanding of impulse purchase behaviour, particularly in the Malaysian Gen-Y context.

Keywords: impulse buying tendency; IBT; cognitive reaction; affective reaction; generation Y; gender differences; impulse buying.

DOI: 10.1504/IJBIR.2025.143945

International Journal of Business Innovation and Research, 2025 Vol.36 No.1, pp.75 - 102

Received: 07 Jun 2021
Accepted: 25 Dec 2021
Published online: 15 Jan 2025 *

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