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This study investigates the impact of shopping lifestyle, fashion involvement, and hedonic shopping motivation on positive emotions and impulse buying in Indonesian e-commerce, specifically on Tokopedia. The findings reveal that shopping lifestyle and fashion involvement significantly enhance positive emotions and impulsive buying, while hedonic shopping motivation does not directly influence impulse buying but is mediated by positive emotions. Overall, positive emotions play a crucial role in driving impul

Author

fela dila

Language

EN