The aim of this study was to explore the factors that influenced on impulse buying tendencies of the consumers who shops online and to examine which factors of the shopping motivations has the most effective on online impulse buying tendencies. The data were collected from the groups of people in Bangkok, Thailand. Researcher had proposed a conceptual framework in which focuses on three motivations of value shopping, idea shopping, and social shopping. These factors were then influenced related to affective impulse buying tendency. Moreover, researcher had gathered the data from 200 respondents who had experienced on online shopping.
The questionnaire consisted of gender, age, education, and income. The question helps to certify the right respondents for the research. Furthermore, the measurement that will be used in this study contained 16 Likert-type questions each consisting of five point Likert-type scales (1 – strongly disagree, 2 – disagree, 3 – neither agree nor disagree, 4 – agree, 5 – strongly agree) from Arnold and
Reynolds (2003) and To et al. (2007) hedonic shopping motivations scale. There are 3 dependent variables: three questions related to value shopping, four questions related idea shopping, and two questions related to social shopping. Also, Verplanken and Herabadi’s (2001) IBT scale was adjusted to be used in the online shopping context to measure affective online impulse buying tendency. It was measured on seven items using five Point Likert-type scales (1 – strongly disagree, 2 – disagree, 3 – neither agree nor disagree, 4 – agree, 5 – strongly agree) as below: