THE INFLUENCE OF ONLINE IMPULSE BUYING ON GENERATION Z: A SYSTEMATIC LITERATURE REVIEW APPROACH
Keywords:
Online impulse buying; Generasi Z; E-commerce; Social commerce; Systematic literature review
Abstract
The development of e-commerce and social commerce has driven increased online impulse buying behavior, particularly among Generation Z, who have a high level of digital technology usage. This study aims to synthesize empirical findings related to factors influencing online impulse buying behavior among Generation Z through a Systematic Literature Review (SLR) approach. A literature search was conducted on English-language publications published between 2018 and 2025 through the Science Direct, Google Scholar, and ProQuest databases. The selection process followed PRISMA guidelines and resulted in 13 articles meeting the inclusion criteria. The review results indicate that Generation Z's online impulse buying behavior is influenced by various digital stimuli, such as platform quality, scarcity-based promotions, digital figure characteristics, price perception, and shopping lifestyle. These influences are generally mediated by psychological and affective mechanisms, including flow experience, shopping enjoyment, perceived enjoyment, arousal, pleasure, and consumer trust. These findings confirm that Generation Z's impulsive buying decisions are not solely driven by rational considerations, but also by digital experiences and emotional engagement shaped by the online shopping environment. This study provides a conceptual contribution by presenting a structured mapping of the determinants of online impulse buying in Generation Z as well as practical implications for the development of digital marketing strategies based on user experience and sustainable social interactions.
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References
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Putri, T. I., & Astuti, H. J. (2024). Impulsive buying in Gen Z: How online customer review, sales promotion, and conformity influence impulsive buying through consumer trust (Study on e-commerce users in Purwokerto). International Journal of Management and Business Intelligence (IJBMI), 2(4), 403–426. https://doi.org/10.59890/ijmbi.v2i4.2440
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Septiane, P. D. A., & Purmono, B. B. (2023). The influence of website quality and pay-later payment on online impulse buying with shopping enjoyment as a mediation variable (case on Generation Z Indonesian Shopee customers). JEMBA: Journal of Economics, Management, Business and Accounting, 1(3), 44–65.
Siow, X. J., & Phang, I. G. (2025). Impact of anchor characteristics on impulsive buying among Generation Z in live streaming on short-form video apps: The moderating role of gender. International Journal of Electronic Commerce Studies, 16(1), 65–82. https://doi.org/10.7903/ijecs.2473
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Wanda, P. A., Permatasari, I. R., & Santoso, E. B. (2025). Pengaruh online customer review dan viral marketing terhadap impulse buying pada produk Facetology di Beautyby.dsy Sidoarjo. Indonesia Economic Journal, 1(2), 1135–1144. https://doi.org/10.63822/dfwg0766
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions: A scale development study. Journal of Retailing and Consumer Services, 65, 102866. https://doi.org/10.1016/j.jretconser.2021.102866
Forrester Research. (2024). The global digital economy will reach $16.5 trillion and capture 17% of global GDP by 2028. https://www.forrester.com/blogs/the-global-digital-economy-will-reach-16-5-trillion-and-capture-17-of-global-gdp-by-2028/
Hanifah, N., Susilaningsih, & Sabandi, M. (2024). Factors that influence impulse buying: A literature review. EduLine: Journal of Education and Learning Innovation, 4(2), 286–293. https://doi.org/10.35877/454RI.eduline2683
Hartono, S. D., & Ingriana, A. (2025). Impulsive buying due to flash sales: A marketing strategy or a psychological trigger? International Journal of Economics and Business Studies (IJEBS), 2(1). https://journal.dinamikapublika.id/index.php/IJEBS
Hermawan, T., & Dermawan, R. (2023). The effect of price perception and shopping lifestyle on impulse buying at TikTok Shop among Generation Z in Surabaya City. Indonesian Journal of Business Analytics, 3(6), 2141–2152. https://doi.org/10.55927/ijba.v3i6.5933s
Hoang, C. C., & Khoa, B. T. (2022). Impulse buying behavior of Generation Z customers in social commerce: Flow theory approach. Journal of Logistics, Informatics and Service Science, 9(4), 197–208. https://doi.org/10.33168/LISS.2022.0413
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Jing, S. X., & Phang, I. G. (2024). Exploring the effect of anchor characteristics on impulse buying among Generation Z in live streaming on short-form video apps. International Journal of Accounting, Finance and Business (IJAFB), 9(56), 117–128. https://doi.org/10.55573/ijafb.095610
Kholida, A., & Rini, G. P. (2025). Exploring Gen Z consumers’ impulse buying behaviour on e-commerce: An SDL perspective. Economics & Business Solutions Journal, 9(1), 65–80.
Kumala, M., Santoso, A., & Widhianingrum, W. (2024). Online review and social influence: Key factors in increasing impulsive buying and self-control as moderation. Jurnal Manajerial, 11(1), 153–165. https://doi.org/10.30587/jurnalmanajerial.v11i01.6998
Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). Pengaruh interactivity, online customer review, dan trust terhadap impulse buying pengguna Shopee Live Streaming. GREENOMIKA, 6(1), 41–53. https://doi.org/10.55732/ung.gnk.2024.06.1.5
Mijoska, M., Blagoeva, K. T., & Trpkova-Nestorovska, M. (2023). Determinants of online impulse buying behaviour of Generation Z: The case of North Macedonia.
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., Nguyen, H. P., Mai, T. H. T., & Hoang, P. L. (2025). Analyzing the role of customers’ experiences and emotional responses in shaping Generation Z’s impulse buying behavior on Shopee video platform. PLOS ONE, 20(5), e0322866. https://doi.org/10.1371/journal.pone.0322866
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10, e35743. https://doi.org/10.1016/j.heliyon.2024.e35743
Nguyen-Van, H., Le-Duy-Duc, T., Nguyen-Duy, A., Pham-Thi-Tra, M., Ho-Ngoc, D., & Le-Hai, A. (2024). Impact of flash sale on impulse buying on e-commerce platforms of Gen Z consumers in Vietnam. International Journal of Social Science Humanity & Management Research, 3(6), 578–586. https://doi.org/10.58806/ijssh mr.2024.v3i6n02
Otegbade, M. I. (2025). Influence of online convenience on Generation Z online impulsive buying behaviour in the fashion industry in Nigeria. International Journal of Social Sciences and Management Review, 8(5). https://doi.org/10.37602/IJSSMR.2025.8503
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. Systematic Reviews, 10, 89. https://doi.org/10.1186/s13643-021-01626-4
Pham, V. T., Ha, P. A., Anh, P. X., Minh, L. N., Ngoc, L. M., & Tien, T. T. (2024). The impact of perceived enjoyment on urge to buy impulsively among Generation Z in Hanoi: A case study of affiliate marketing on short-form video platforms. Journal of Finance & Accounting Research, 28(3), 81–100.
Putri, T. I., & Astuti, H. J. (2024). Impulsive buying in Gen Z: How online customer review, sales promotion, and conformity influence impulsive buying through consumer trust (Study on e-commerce users in Purwokerto). International Journal of Management and Business Intelligence (IJBMI), 2(4), 403–426. https://doi.org/10.59890/ijmbi.v2i4.2440
Rehman, B., Ahmed, S., & Anwar, F. (2024). Situational stimuli influencing impulse buying behavior among Generation Z in the e-commerce setting: A study on the apparel sector. Advances in Business and Commerce (ABC), 2(2), 1–20.
Septiane, P. D. A., & Purmono, B. B. (2023). The influence of website quality and pay-later payment on online impulse buying with shopping enjoyment as a mediation variable (case on Generation Z Indonesian Shopee customers). JEMBA: Journal of Economics, Management, Business and Accounting, 1(3), 44–65.
Siow, X. J., & Phang, I. G. (2025). Impact of anchor characteristics on impulsive buying among Generation Z in live streaming on short-form video apps: The moderating role of gender. International Journal of Electronic Commerce Studies, 16(1), 65–82. https://doi.org/10.7903/ijecs.2473
Suhendra, I., Istikomah, N., Anwar, C. J., Supriadi, A., Wakhid, A. A., Purwanda, E., & Salim, A. (2025). Influence of the digital economy on economic growth: Empirical study of a region in Indonesia. Cogent Economics & Finance, 13(1), 2457477. https://doi.org/10.1080/23322039.2025.2457477
Thamara, S. D., Syarif, M., & Suyono. (2025). Triggers of consumer impulse buying behavior on e-commerce platforms: A systematic literature review. Jurnal Ekonomi dan Bisnis Digital (MINISTAL), 4(3), 325–334. https://doi.org/10.55927/ministal.v4i3.14898
Todino, L. A., Wairan, K., Gaitedy, N., Syarif, S. F., Priscilla, A. E., Wardy, E., & Ardyan, E. (2024). Assessing review consistency, product information quality, and online impulsive buying tendency: The mediating pathway of customer engagement. International Journal of Economics, Business and Accounting Research (IJEBAR), 8(3), 764–778. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
United Nations Conference on Trade and Development. (2021). Digital economy report 2021: Cross-border data flows and development: For whom the data flow. United Nations.
United Nations Conference on Trade and Development. (2024). Business e-commerce sales and the role of online platforms (UNCTAD Technical notes on ICT for development No. 1). United Nations.
Wanda, P. A., Permatasari, I. R., & Santoso, E. B. (2025). Pengaruh online customer review dan viral marketing terhadap impulse buying pada produk Facetology di Beautyby.dsy Sidoarjo. Indonesia Economic Journal, 1(2), 1135–1144. https://doi.org/10.63822/dfwg0766
Published
2026-06-03
How to Cite
Mardiana, M., Ismanto, I., & Kurniadi, H. (2026). THE INFLUENCE OF ONLINE IMPULSE BUYING ON GENERATION Z: A SYSTEMATIC LITERATURE REVIEW APPROACH. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(2), 12700-12721. https://doi.org/10.31538/iijse.v9i2.10217
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Articles
Copyright (c) 2026 Mardiana Mardiana, Ismanto Ismanto, Hanif Kurniadi
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