Abstract

In recent years with the potential effects of generation Z on consumption and the emergence of internet in every field have made inevitable to examine the Gen Z’s online impulse buying behavior on internet. In addition to providing consumers the convenience of purchasing whatever they want by making all kinds of comparisons at any time, the internet encourages people to purchase impulse with exposing motives. From this point of view, this study examines the effect of scarcity, browsing, serendipitous information and five hedonic motives on Gen Z’s online impulse buying behavior. In order to test the developed model, 204 questionnaires were collected and model was tested thorough multiple regression analysis. As a result of this research, it is founded that browsing and two hedonic motives have effect on Gen Z’s online impulse buying behavior. The results provide important insights into the strategy development of interested companies.