Introduction

Impulse buying is a topic of interest for many decades, as impulse buying has become an integral
part of consumer behavior in our daily lives. Impulse buying attracts attention especially among
retailers, as it has been an important factor that influences their revenue. Marketers have become
increasingly interested in the view that consumers can be influenced by factors that affect their
buying behavior when make buying decision. There are numerous factors which may lead to
consumers Impulse buying decision including external factors such as social, marketing, and
situational factors while individual factors also influence the consumer decision making process.
Social factors refer to geographic and sociologic factors like culture, subculture, social class,
group, and family. Marketing factors include product, price, placement, and promotion while
physical surroundings may also influence the consumer buying decision e.g. product display,
product design, store design, in-store environment and location. Individual factor also have
major role in consumer buying decision especially impulse buying refers to demographics,
gender and internal motivators effect the consumers buying.

People often make purchases to satisfy their internal need, want or desire have been motivated to
buy things. There are basically two types of motivations which effect the consumer decision
making process includes utilitarian motivation and hedonic motivation. Utilitarian motivations as
task-oriented behavior; a consumer with utilitarian shopping motivations wants to attain a useful
value or fulfill an economic need (Kim, 2006:57) while To et al. (2007:775) describe hedonic
motivation as the behavior of a consumer seeking happiness, pleasure, fantasy, sensuality, and
arousal.

Consumers always try to buy those products that will help them to achieve desired goals and
values, and they consider product attributes as a means to satisfaction. In Pakistan there are
several researches conducted to take inside of consumers impulse buying in Pakistan. Young
people more often get attracted to products displayed on store shelves and has greater tendency
of impulse buying behavior but results showed no association of impulse buying in higher
income group of young people having prevalent impulse buying tendencies(Tirmizi, Kashif et al.
2009). Impulse buying behavior is predicted by security, life satisfaction, gender role, financial
satisfaction, in group contact and life style variables of cultural values and lifestyles of Pakistani
consumers(Bashir, Zeeshan et al. 2013).
Supportive and friendly salesperson, cheaper prices and discounts, attractive store displays, and
in-store advertisements are the significant determinants of impulse buying behavior among
consumers(Ali and Hasnu 2013). Age has a significant negative relationship with the impulse
buying tendency whereas gender and income are not significantly related to it(Ghani and Jan
2010). Collectivism has a stronger relationship with the impulsive buying behavior as compared
to individualism (Jalees 2009). Many of researchers focused on external factor and only few
have studied the individual factor effecting impulse buying but hedonic motivation which lead
the consumers to buy the products has not been studies yet. First of all, the impulse buying
tendency is often used as the dependent variable in impulse buying research (Dittmar et al, 1996;
Omar & Kent, 2001; Kacen& Lee, 2002; Zhou & Wong, 2004; Park et al, 2006; Peck &
Childers, 2006; Parboteeah et al, 2009; Sharma et al, 2010), rather than the actual impulse
buying choice.

In Pakistan young people are major part of population but authors didnt focus on this portion in
their research based on consumers buying decision especially impulse buying, however, some of
sudies have been conducted covering external factors effecting impulse buying while individual
factors particularly the hedonic needs of young consumers are not disucussed yet. The University
students impulse buying also should be considered to developp marketing strategies regarding
consumer buying who also have vast mojority among young people. The reserch on university
students who make buying to satisfy their hedonic needs will helps the retailers to attract their
customers using anylitical data to lead them for final pusrchases. Shopping is an important part
of consumers lives, and it is continuallydeveloping due to their changing needs (Cardoso &
Pinto, 2010:538). Different reasons became the cause of shopping such as when the consumer
need to acquire particular product or service, when the consumer seeks attention, when the
consumer wants to spend time with his/her peers (Arnold & Reynolds, 2003:78). Consumers also
shop for reasons other than merely buying; that is, personal and social motives also drive them
Terblanche (2013:51). Shopping motivations, which are embedded in the consumers internal
needs, are the driving force behind the act of shopping to satisfy those needs (Jin & Kim,
2003:399). These all studies focused on individual motivations but not researched in context of
students of Pakistani universities.
Research Objectives

The primary objective of research is to analyse how hedonic needs of university students effect
their impulse buying when go for shopping in malls, it also helps marketers to develop strategies
to target the customer which are hedonically motivated and provide inside to how demographic
alter their buying decision.

Another objctive of study is to review the literature and reveal the gaps in the study which re
required to study in context of Pakistan.

Explore the mediating role of Impulse buying tendency between hedonic motivation and
impulse buying decision of consumers.

Another objective of the study is to find out the age differences and gender differnces effect
the buying decision of university students in context of Pakistan.

To determine which of hedonic motivation have strong effect on impluse buying tendency to
make final puschase.

Significance of Study

Studies show that 38.7% of sales in department stores are bought on impulse (Bellenger et
al, 1978), and 80% of consumers impulse buy at least occasionally (Welles, 1986;
Abrahams, 1997) and Impulse buying remains not only an important trend in modern
society but also a major topic in the field of consumer research (Dittmar, 1996; Vohs &
Faber, 2007; Sharma et al, 2009).

The understanding of impulse buying behaviour and its situation may benefit both marketers
and consumers. For marketers, finding a way to create an appropriate setting to encourage
consumer impulse buying behaviour is vital for boosting sales figures. Such marketing
strategies can be efficiently developed and improved if marketers have a thorough
understanding of impulse buying behaviour (Bayley & Nancarrow, 1998; Crawford &
Melewar, 2003; Xiao & Nicholson, 2011; Tifferet & Herstein, 2012). However, the questions
concerning which kinds of consumption situations lead to more impulse buying behaviour and
which kinds of settings are more effective for this specific situation remain unanswered.
For some consumers, impulse buying behaviour could become tricky and result in amount
overdue (OGuinn & Faber, 1989; Wood, 1998; Vohs & Faber, 2007). A better perceptive
of impulse buying behaviour situations is also helpful for consumers and strategy makers, as
impulse buying behaviour could be controlled if individuals could identify the types of
situations in which they are more likely to engage in impulse buying behaviour. Moreover,
a deeper insight into an individuals impulse buying patterns and his or her related
impulsivity traits may help to identify different types of consumers and reveal the warning signs
of problematic excessive buying behaviour.

Significance of impulse buying has been recognized since many yeasr ago and still has a notable
impact on our society and considere asdefinite part of consumer behaviour. Following the
recession, while both marketers and consumers are eager to seek more effective solutions to
impulse buying behaviour, impulse buying research can offer even more significant
meaning at the present time. This research hopes to achieve the goal of providing a
distinguishable and deeper insight into the study of impulse buying, especially regarding
the situational influences on impulse buying behaviour.

The study also helps the retailers or sellers to develop strategies by anlyzing the hedonic needs
and age differences which effect directly or indirectly on buying decision of consumers
includingstudents who are also a known part of consumers who do shopping to satisfy their need
or wants and to target this portion of buying market the study plays an importatnts role to
develop such police which attract the student to buy products or services to fulfill their needs.

Literature Review

In a widely cited study, Tauber (1972) developed a number of shopping motivations, with the
basic premise that shoppers are motivated by a variety of psychosocial needs other than those
strictly related to acquiring some product. These motives can be classified into personal (i.e., role
playing, diversion, self-gratification, learning about new trends, physical activity and sensory
stimulation), and social (i.e., social experiences, communication with others, peer
groupattractions, status and authority, and pleasure of bargaining). Shopping thus occurs when a
consumers need for a particular good is sufficient for allocating time and money to travel to a
store to go shopping, or when a consumer needs attention, wants to be with peers, desires to
meet people with similar interests, feels a need to exercise, or simply has leisure time.

Hedonic Shopping Motivation

Assael (2004) defines hedonic shopping motivations as the pleasurable consumption of a product
or service with an end-result of satisfying emotions and fantasies rather than the mere collection
of goods. A consumer with hedonic shopping motivations can perceive shopping as a positive
experience (Kim, 2006), an escape from the ordinary life, full of fun and connected to emotions
(Evans et al., 2009). Blythe (2008) label hedonic consumers as pleasure seekers, trying to fulfil
personal desires (Cardoso & Pinto, 2010). To et al. (2007) describe hedonic motivation as the
behaviour of a consumer seeking happiness, pleasure, fantasy, sensuality, and arousal. When a
consumer enjoys shopping as an activity it is classified as a hedonic shopping motivations (Jin &
Kim, 2003). Hoyer et al. (2013) agree, classifying hedonic motivations as a consumer being
motivated by the anticipated pleasure that can be obtained when seeking goods and services, or
from the shopping experience itself.

Evans et al. (2009) state that consumers driven by hedonic shopping motivations are less
motivated by the physical usefulness of the product. Ozen and Kodaz (2012) reiterate that
hedonic consumers enjoy the shopping process more than obtaining the object or completing the
mission. Cardoso and Pinto (2010) describe hedonic shopping as shopping that is experimental
of nature. Allied with hedonic shopping is personal enjoyment and expressiveness (Michon et al.,
2007). According to Solomon (2013), hedonic consumption encompasses fantasy, and multi-
sensory and emotional facets of the communication between consumers and products.

Arnold and Reynolds (2003) state that consumers motivated by the hedonic value of shopping
will have an aesthetic appeal. When attempting to fulfil hedonic needs, the evaluation process of
products and services are based on emotional criteria (Assael, 2004). Consumers strive to
increase positive emotions and reduce negative emotions. However, Blythe (2008) adds that an
ill-fated emotion that needs to be comforted could cause hedonic purchases. According to Buyn
and Mann (2011), a relationship exists between emotions and hedonic shopping values. Ozen and
Kodaz (2012) agree by asserting that consumers with hedonic motivations enjoy the emotional
and experiential benefits of shopping. Solomon (2013), who identifies that hedonic motivation is
triggered by emotions, adds that hedonic needs are empirical and connected to emotions and
fantasies.

Evans et al. (2009) describe gratification shopping as consumers using shopping to treat
themselves, to get rid of stress, or to lighten a foul mood. Jamal et al. (2006) stipulate that
spending money has the potential to lighten a consumers negative mood. Kim (2006) agrees, by
stating that a positive feeling can be developed through gratification shopping. Wagner and
Rudolph (2010) identify that consumers motivated by gratification wish to treat themselves, to
achieve an outcome of feeling special and positive. Consumers will be able to do this by means
of self-rewarding purchases.

Adventure shopping

Arnold and Reynolds (2003) describe adventure shopping as a consumer shopping to have a
feeling of being in another universe and to feel a sense of adventure or stimulation. Furthermore,
consumers wish to attain sensory stimulation along with expressing their own identity with the
help of other adventure shoppers, as they motivate each other to be creative during the shopping
process. Kim (2006) identifies adventure shopping as a consumer being excited to go shopping;
shopping arouses various senses, especially when consumers are experiencing different
environments. To et al. (2007) define the term adventure as a consumer that experience
something fascinating and unique. This, as well as the fun of exploration while shopping,
motivates a consumer to go shopping.

Idea shopping

Evans et al. (2009) categorise consumers attempting to keep up with new fashions and trends and
trying to find new products and innovations as idea shoppers. Kim (2006) concurs, stating that
idea shoppers make every effort to gather information about new fashions, trends and products.
Wagner and Rudolph (2010) add that these consumers want to be knowledgeable about current
developments, new products and new ways to use a product. Cardoso and Pinto (2010) suggest
that retailers targeting idea shoppers should provide new and exciting products, as well as a
shopping experience that will arouse and attract these shoppers.
Social shopping

Jamal et al. (2006) identify social shoppers as consumers seeking opportunities to interact or
socialise with other individuals with interests similar to their own, or according to Evans et al.
(2009), to socialise and bond with friends and family. According to Wagner and Rudolph (2010),
a longing to communicate and to be in the presence of other individuals, such as other shoppers,
friends or family is defined as socialising. Assael (2004) state that hedonic shoppers view
shopping with friends and family as a social excursion. Furthermore, social shoppers perceive a
shopping mall as a place to gather for social interaction. Kim (2006) agrees by describing a retail
environment as a suitable place for spending time with friends and family. To et al. (2007), who
state that social shoppers enjoy taking part in social activities while shopping, opine that these
shoppers also value shopping with friends and family. It is evident that social interaction is the
driving force for social shoppers to go shopping.

Role shopping

Evans et al. (2009) describe role shopping as consumers attaining pleasure when shopping for
others. Arnold and Reynolds (2003), who state that role shopping has an effect on a shoppers
emotional state, add that these shoppers seek pleasure in finding the perfect gift for others.
Wagner and Rudolph (2010) define role shopping, or gift shopping, as consumers representing a
role. These roles may include being a good friend or being a good spouse. Cardoso and Pinto
(2010) suggest targeting role shoppers by means of accentuating gift shopping with in-store
communication and taking advantage of seasonal events where gifts play an important role, such
as Christmas and Easter.

Value shopping

To et al. (2007) identify value shoppers as consumers connecting emotionally and enjoying the
process of negotiating with sales people for the purpose of obtaining a bargain. Evans et al.
(2009) agree, declaring the classification of value shopping as shopping to find discounts or seek
bargains. Chandon et al. (2000) state that consumers who receive a greater discount feel
ingenious about their shopping. According to Morschett et al. (2005), value shoppers have the
attainment of financial advantages in mind when bargaining with retailers. Wagner and Rudolph
(2010) describe value shopping or bargain hunting as the pleasure consumers feel when
challenged to negotiate for discounts and the benefits they enjoy of purchasing products at lower
prices. Cardoso and Pinto (2010) advise retailers to target these consumers by offering a good
price in accordance to the quality of the product. Jamal et al. (2006) recommend the retailers
implement price promotions, as well as marketing messages, supporting the quality of the
product or service to target value shoppers.

Impulse Buying Tendency

Almost all unplanned buying is a result of touching, hearing, smelling or tasting some-thing on
the premises of the store (Underhill, 1999 p.158). The tendency for impulse buying is the
degree where consumer is likely to make immediate, unintended and thoughtless purchases (Sun
et al., 2004) and highly impulsive consumers are more likely to do impulse purchases than
consumers who plan their purchases. Consumers who are more independent have a greater
behavior towards impulse buying than consumers that are interdependent. Moreover, consumers
who are on the regular basis more impulsive, have a higher tendency for impulse buying
behavior. (Kacen & Lee, 2002 p.164165)

Impulsive buyers have a tendency to buy products spontaneously and according to their
emotions. They are more likely to not to have shopping lists or to have shopping lists that are
more open. They are consumers who are more open to respond to sudden and unexpected buying
ideas and who are unreflective in their thinking (Kacen & Lee, 2002 p.164165). They are
activated by being physically close to a certain good and controlled by the instant satisfaction.
High impulse buyers respond more to point-of-purchase stimuli. Some consumers have a high
tendency to react to unexpected buying stimuli while others do not react to this kind of impulse.
(Sun et al. 2004)

The age of the consumer additionally affects the tendency for impulse buying. In the ages
from18 to 39 a consumers impulse buying tendency rises faintly and after that it decreases.
Moreover, earlier research suggests that younger persons have a higher de-gree of impulsivity
than older persons and they show less self-control. (Kacen & Lee, 2002 p.164)

In fact, those consumers who normally buy on impulse are also likely to have similar behavioural
patterns in other aspects of their lives (Verplanken & Herabadi, 2001). Baumeister (2002)
proposes individual self-control as a trait, arguing that individuals who have less self-control
exhibit this trait in multiple behaviourset al, 2009). Previous findings indicate that some
consumers are simply more impulsive than others because of their personality (Verplanken
& Herabadi, (2001).Verplanken and Herabadi (2001) also stated impulse buying tendency can
be seen as an expression of broader personality patterns, and someone who always acts
before thinking may also adopt such a behavioural pattern while shopping.

Impulse Buying

Impulse shopping is defined as a purchase decision made in the store with no explicit recognition
of a need for such a purchase prior to entry into the store (Kollat and Willet 1967; Bellenger,
Robertson, and Hirschman (1978). The Du Pont studies defined impulse buying as an unplanned
purchase. This study classified buying decisions into four categories: specifically planned
purchase, generally planned purchase, substitute purchase, and unplanned purchase. Impulse
buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy
something immediately (Kroeber-Riel 1980). Beatty and Ferrell (1998) define impulse shopping
as an immediate purchase with no pre-shopping intentions that is spontaneous in nature. The
impulse to buy is hedonically complex and may stimulate emotional conflict. Furthermore,
impulse buying takes place without taking into consideration the ultimate consequences that arise
from certain buyers behavior (Rook 1987).

Impulsive consumers shop when they get into the mood, they usually buy more than planned,
and they enjoy their time while shopping (Rook and Hoch 1985). Bellenger and Korgaonkar
(1980) give similar explanation of what they called recreational shopper. While impulse buying
was characterized as unplanned purchase buying in the 1970s and 1980s (Engel, Kollat, and
Blackwell 1978; Cobb and Hoyer 1986), several authors tried to redefine impulse buying and
reexamine the impulse buying concept (Weinberg and Gottwald 1982; Rook and Hoch 1985;
Rook 1987). For instance, Rook and Hoch (1985) find that not all impulsive purchases are
unplanned and that some people even plan to behave impulsively. They claim that emotional
elements play a vital role in impulsive buying behavior. According to Park and colleagues
(1989), impulse buying refers to the purchase of products to satisfy needs that were unrecognized
at the time the purchase plan was developed, indicating that impulse buying is not exclusively
related to in-store buying decisions.
Although from time to time we all act impulsively, nevertheless, occasional impulse spenders as
well as identified impulse buyers can take control on their own impulses (Vohs and Faber 2007).
According to Baumeister (2002), as a result of processes that can weaken an individuals self-
control in making purchasing decisions, more buying and more impulsive buying can take place.
Today, authors agree that impulsive buying and unplanned buying are different terms although
tightly connected at the same time. Relying on the work of Iyer (1989), Kalla and Aurora (2011)
stated that all impulse buying is at least unplanned, but all unplanned purchases are not
necessarily decided impulsively.Gender is a demographic variable that has been frequently
used in these types of studies. Rook and Hoch (1985) find that women behave more impulsively
than men regarding buying some particular products (e.g., food, jewelry). Dittmar (1989) and
Dittmar, Beattie, and Friese (1995, 1996) find gender differences in goods bought on impulse
and in types of considerations when purchasing an object on impulse.

The study by Coley and Burges (2003) reveals that males and females are significantly different
with respect to affective process components and cognitive process components (cognitive
deliberation and unplanned buying). Cobb and Hoyer (1986) reveal that males are more likely to
be impulse purchasers. In contrast, Verplanken and Herabadi (2001) in their study on a
convenience sample in Norway find that impulse buying tendency is not correlated with
personality dimensions (gender) but, in the study on a sample of undergraduate students in the
Netherlands, they find that gender significantly influences impulse buying tendencies. Mihic
and Kursan (2010a) find that there are no statistically significant differences between males and
females regarding their impulse buying behavior while Bellenger and colleagues (1978) find that
younger customers (customers younger than 35 years) are more inclined toward impulse
purchase behavior. Rook and Hoch (1985) also claim that younger people are more impulsive
when buying than older people. Gilboa (2009) finds that adolescents and young women are more
impulsive when shopping.

Gaps in Literature

Numerous studies have been conducted on impulse buying covering all elements and spects of
impulse buyig including international external factors than influence the consumer buying
decision process,in Pakistan there are several researches conducted to take inside of consumers
impulse buying in Pakistan. Young people more often get attracted to products displayed on store
shelves and has greater tendency of impulse buying behavior but results showed no association
of impulse buying in higher income group of young people having prevalent impulse buying
tendencies (Tirmizi, Kashif et al. 2009). Impulse buying behavior is predicted by security, life
satisfaction, gender role, financial satisfaction, in group contact and life style variables of
cultural values and lifestyles of Pakistani consumers (Bashir, Zeeshan et al. 2013).

The reserch on university students who make buying to satisfy their hedonic needs will helps the
retailers to attract their customers using anylitical data to lead them for final pusrchases.
Shopping is an important part of consumers lives, and it is continually developing due to their
changing needs (Cardoso & Pinto, 2010:538). Different reasons became the cause of shopping
such as when the consumer need to acquire particular product or service, when the consumer
seeks attention, when the consumer wants to spend time with his/her peers (Arnold & Reynolds,
2003:78). Consumers also shop for reasons other than merely buying; that is, personal and social
motives also drive them Terblanche (2013:51).

Shopping motivations, which are embedded in the consumers internal needs, are the driving
force behind the act of shopping to satisfy those needs (Jin & Kim, 2003:399). These all studies
focused on individual motivations but not researched in context of students of Pakistani
universities.In Pakistan young people are major part of population but authors didnt focus on
this portion in their research based on consumers buying decision especially impulse buying,
however, some of sudies have been conducted covering external factors effecting impulse buying
while individual factors particularly the hedonic needs of young consumers are not disucussed
yet. The University students impulse buying also should be considered to developp marketing
strategies regarding consumer buying who also have vast mojority among young people.

Explaining Research Problem

Contrary to other countries in Pakistan only few studies have been condcted on Impluse buying
which also been discussed in previous section, however, generatin Y people have not been
studied thoroughly also mediating role of IBT has not been taken in these studies which led to
consumer to purchase any product or service immediately. The hedonic motivation which plays a
vital role during shopping also not focused in Pakistani contextThis study investigate the
mediating role of impluse buying tendency between hedonic shopping motivations and impluse
buying in presence of demographic variable of age and gender.

Research Questions

Does the hedonic shopping motivations have any relationship with Impulse Buying
Tendency?

Does Impulse buying tendency mediates the relationship between hedonic shopping
motivations and impulse buying?

Does demographic variables age and gender moderates the direct relationship of IBT and
impulse buying decision?

Does hedonic shopping motivations have any direct impact on consumer impulse buying?

Does the demographic variables either directly influence the Impulse Buying Tendency or
not?

Research Hypothesis

H1 (a)= IBT Mediates the relationship of Adventure shopping and IB.

H1 (b)= Adventure shopping has significant relationshiop with IB.

H2 (a)= IBT Mediates the relationship of Gratification shopping and IB.

H2 (b)= Gratification shopping has significant relationship with IB.

H3 (a)= IBT Mediates the relationship of Idea shopping and IB.

H3 (b)=Idea shopping has significant relationshiop with IB.

H4 (a)= IBT Mediates the relationship of Role shopping and IB.

H4 (b)= Role shopping has significant relationshiop with IB.

H5 (a)= IBT Mediates the relationship of Social shopping and IB.

H5 (b)= Social shopping has significant relationshiop with IB.

H6 (a)= IBT Mediates the relationship of Value shopping and IB.

H6 (b)= Value shopping has significant relationshiop with IB.

H7 (a)= Income Moderates the relationship with IBT and IB.

H7 (b)= Income has Significant relationship with IB.

H8 (a)= Age Moderates the relationship with IBT and IB.

H8 (b)= Age has Significant relationship with IB.

H9 (a)= Gender Moderates the relationship with IBT and IB.

H9 (b)= Gender has Significant relationship with IB.

Methodology

Research Design

Descriptive research design has been used for this study.

Research Approach

For the purpose of this study, a quantitative cross-sectional approach was chosen.

Target Population

In regard to this study, the target population was universities students in Punjab between the ages
of 18 to 40 with respect to their education level.

Sample

A sample of 350 students used for the study of six different universities in central Punjab. For the
purpose of this study, a non-probability convenience sample of 350 students was taken from the
sampling frame of six universities recognized from HEC.

Independent Variables: Hedonic Shopping Motivations: Adventure Shopping, Gratification

Shopping, Idea Shopping, Role Shopping, Social Shopping, Value Shopping
Mediating Variable: Impulse Buying Tendency (IBT)

Moderating Variables: Demographic Variables: Age, Gender, Income

Dependent Variables: Impulse Buying

Research Instruments

Hedonic motivations of consumers were measured using the 23-items Hedonic Motivations scale
(Arnold and Reynolds, 2003).Adventure shopping refers to stimulation during shopping and has
items such as To me shopping is an adventure. Gratification shopping measures the satisfaction
a consumer achieves during the shopping process and consists of items such as To me shopping
is a way to relieve stress. Role shopping is done primarily for others and has items such as I
enjoy shopping for my friends and family. Value shopping is done to get products at bargain
prices and is measured with items like I enjoy hunting for bargains when I shop. Social
shopping that measures the motivation of consumers to shop socially It has items including I
enjoy socializing with others when I shop. Idea shopping measures the motivation of consumers
to keep up with current fashion trends. It is measured by items such as I go shopping to see
what new products are available. Impulse buying tendencies of the consumers were measured
using the 20-item Impulse buying tendency scale developed by (Verplanken and Herabadi,
2001).Cognitive factors consists of items such as if I buy something, I usually do that
spontaneously and I often buy things without thinking. Affective component refers to
emotions of excitement, lack of independence and control. It is more emotive in nature and has
items such as I sometimes cannot suppress the feeling of wanting to buy something. The
impulse buying scale, developed by Rook and Fisher (1995), consist of seven items have been
used to measure the impulse buying using likert scale of 6 disagree from strongly agree to
strongly disagree.

Data Analysis

Data has been configured by PLS and shows the model fit whith significant and
insignificant relaionships of direct and indirect effects on dependent variables are
given in the table.
 Direct effects of independent on dependent variables

Hypoth Relationship
esis
H1(a) 0.04 0.22 Insignificant
H1(b) 0.11 0.22 Insignificant
H2(a) 0.22 < 0.01 Significant
H2(b) 0.09 < 0.03 Significant
H3(a) 0.08 0.08 Insignificant
H3(b) 0.30 0.30 Insignificant
H4(a) 0.11 0.03 Significant
H4(b) 0.10 0.04 Significant

Hypothesis Relationship
H5(a) 0.13 0.01 Insignificant
H5(b) 0.09 0.07 Significant
H6(a) 0.24 <0.01 Significant
H6(b) 0.12 0.02 Significant
H7(a) 0.06 0.13 Insignificant
H7(b) 0.13 0.01 Significant
H8(a) 0.10 0.04 Significant
H8(b) 0.08 0.09 Insignificant
H9(a) 0.10 0.04 Significant
H9(b) 0.07 0.12 Insignificant

Indirect effects of independent on dependent variables

 Independent Mediator
Variables Impulse Buying Tendency

Dependent Variable
Impulse Buying
Independent Value Value Relationship
Variables
Adventure 0.06 0.22 Insignificant
shopping

Gratification 0.06 < 0.001 Significant

shopping

Idea shopping 0.06 0.08 Insignificant

Role shopping 0.06 0.03 Significant

Social shopping 0.06 0.01 Significant

Value shopping 0.06 < 0.001 Significant

Model fit and quality indices:

Average path coefficient (APC) =0.112, P=0.013

Average R-squared (ARS) =0.371, P<0.001

Average adjusted R-squared (AARS) =0.346, P<0.001

Average block VIF (AVIF) =1.360, acceptable if <= 5, ideally <= 3.3
 Model variables Composite reliability Cronbach's alpha
coefficients coefficients
Adventure Shopping 0.820 0.708
Gratification Shopping 0.840 0.714
Idea Shopping 0.852 0.767
Role Shopping 0.858 0.779
Social Shopping 0.815 0.696
Value Shopping 0.797 0.660
Impulse Buying 0.820 0.770
Tendency
Impulse Buying 0.837 0.773
Income 1.000 1.000
Age 1.000 1. 000
Gender 1.000 1.000
Income* 0.813 0.760
Gender* 0.820 0.770
Age* 0.820 0.775

Major Contributions

The research fills the literature gap regarding study of hedonic needs of consumer in context of
Pakistani students.The study helps the marketers to understand the internal motivation factors
which influence the consumer buying decisions.The research also helps the marketers to make
such strategies to attract Pakistani students. The research also helps the individuals to
understands on which factors they need to control to avoid impulse
purchases.It provides insight into an individuals impulse buying patterns and his or her
related impulsivity traits and reveal the warning signs of problematic excessive buying behavior.

Limitations

The research has been conducted in short span of time so convenient sampling has been used
which could more reliable results using random sampling techniques. Cross sectional data has
been collected which is also one of limitation of our research as time series data can give more
reliable results.The population of our research is student due to easy availability of
respondents.Only hedonic motivations have been studied while other factors discussed in the
literature also influence the consmer impulse buying.

Future Research

More data should be collected by increasing sample size which might provide more insight of
model variables.Time series data should be collected with specific durations of time. Different
Malls consumers should be chosen as population for future researchers.Other factors effecting
consumers buying decision should also be studied.The future researchers should consider factors
which negatively influence the consumer impulse buying.

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