• Man Hong Lu University Malaysia Kelantan, https://orcid.org/0000-0002-6420-1974
  • Muhammad Azim Abu Hassan Sha’ari Department of Muamalat, Sultan Ismail Petra International Islamic College, Kota Bharu, Kelantan,
  • Jia Jin Chee Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Malaysia
  • Jie Hunn Chen Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Malaysia
  • Shwu Ching Bong Faculty of Entrepreneurship and Business, University Malaysia Kelantan, Malaysia




Flow experience, online impulse buying, perceived usefulness, organizational trust and job satisfaction.


With the current growth of the internet, there are signs of e-commerce in Malaysia growing and booming, such as Lazada, Mudah.my, Shopee, and others. Malaysians have been increasingly reliant on the internet to obtain product details and to make purchases. This motivates e-commerce entrepreneurs to devise a new strategy for increasing sales by increasing the rate of online impulse purchases among visitors to online shopping platforms. The aim of this research is to look into the connection between key-driven and online impulse buying. The aim of this research is to create a framework that represents the main drivers of online impulse buying among Malaysian public universities. The study also addresses empirical results from a 303-respondent online survey conducted with SPSS version 22.0 and Smart-PLS version 3.0. The research paradigm is focused on the Theory of Planned Behaviour (TPB) Model, which includes online impulse buying as a dependent variable and three independent variables (Flow Experience, Perceived Usefulness, and Trust). Non-probability methods, judgement sampling, and convenience sampling were used to select respondents in this research, who ranged in age from 19 to over 30 years old and were university students in Malaysia. In addition, this research paves the way for future studies by identifying relevant online purchase platform providers and product categories to conduct a new study.


Akram, U., Hui, P., Khan, M. K., Tanveer, Y., Meh-mood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30 (1), 235–256. https://doi.org/10. 1108/APJML-04-2017-0073

Chen, T.-Y., Yeh, T.-L., & Lo, W.-C. (2017). Impacts on online impulse purchase through perceived cognition. Journal of International Consumer Marketing, 29(5), 319–330. https://doi.org/10. 1080/08961530.2017.1367208

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in market¬ing research. Journal of the Academy of Market¬ing Science, 40, 414–433. https://doi.org/10. 1007/s11747-011-0261-6

Henseler, J., & Chin, W. W. (2010). A comparison of approaches for the analysis of interaction effects between latent variables using partial least squares path modeling. Structural Equation Modeling: A Multidiciplinary Journal, 17(1), 82–109. https://doi.org/10.1080/1 0705510903439003

Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In Sinkovics, R. R., & Ghauri, P. N. (Eds.) New challenges to international marketing (Advances in Internatio-nal Marketing, 20), Emerald Group Publishing Limited, Bingley, pp. 277–319. https://doi.org/ 10.1108/S1474-7979(2009)0000020014

Hong, L. M., Che Nawi, N., Hamsani, N. H., & Wan Zulkifli, W. F. (2020). Online store image effect on perceievd risks towards online purchasing behavior. International Journal Business Infor-mation Systems, 35(1), 27–44. http://dx.doi.org/ 10.1504/IJBIS.2020.109530

Huang, L. T. (2016). Flow and social capital theory in online impulse buying. Journal of Business Research, 69(6), 2277–2283. https://doi.org/10.1016/ j.jbusres.2015.12.042

Jin, N., Line, N. D., & Merkebu, J. (2016). The impact of brand prestige on trust, perceived risk, satis-faction, and loyalty in upscale restaurants. Journal of Hospitality Marketing & Management, 25(5), 523–546. https://doi.org/10.1080/19368 623.2015.1063469

Khan, N., Hui, L. H., Chen, T. B., & Hoe, H. Y. (2016). Impulse buying behavior of Generation Y in fashion retail. International Journal of Business and Management, 11(1), 144–151. https://doi.org/10.5539/ijbm.v11n1p144

Kim, Y., & Peterson, R. A. (2017). A Metaanalysis of online trust relationships in ecommerce. Journal of Interactive Marketing, 38, 44–54. http://dx.doi. org/10.1016/j.intmar.20 17.01.001

Kline, R. B. (2011). Convergence of structural equation modeling and multilevel modeling. In M. Williams, & W. P. Volt (Eds), The SAGE handbook of innovation in social research methods (pp. 562–589). SAGE Publi¬cations Ltd. https://www.doi.org/10.4135/97 81446268261

Lindsey-Mullikin, J., & Borin, N. (2017). Why strategy is key for successful social media sales. Business Horizons, 60(4), 473–482. https://doi. org/10.1016/j.bushor.2017.03.005

Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55, 829–837. http://dx.doi.org/ 10.1016/j.dss.2013.04. 001

Malay Mail. (2015). Digitally savvy Malaysian youths in debt due to impulse buys, survey shows. Retrieved from https://www.malaymail.com/ news/malaysia/2015/10/15/digitally-savvy-malaysian-youths-in-debt-due-to-impu lse-buys-survey-shows/987527

Muda, M., Mohd, R., & Hassan, S. (2016). Online purchase behavior of Generation Y in Malaysia. Procedia Economics and Finance, 37, 292–298. https://doi.org/10.1016/S2212-567 1(16)30127-7

Tandon, U., Kiran, R., & Sah, A. N. (2016). Cus¬tomer satisfaction using website func¬tio¬nali¬ty, perceived usability and perceived usefulness towards online shopping in India. Infor¬mation development, 32(5), 1657–1673. https ://doi.org/10.1177%2F0 266666915621106

Tommy, C. A., Minoi, J. L., & Sian, C. S. (2017). Game usability heuristics evaluation approach for speech therapy mobile application ga¬mes. Journal of Telecommunication, Electronic and Computer Engineering (JTEC), 9(3-11), 93–97.

Wang, W. T., Wang, Y. S., & Liu, E. R. (2016). The stickiness intention of group-buying websites: The integration of the commitment–trust theory and e-commerce success model. Information & Management, 53, 625–642. http://dx.doi.org/10. 1016/j.im.2016.01.006

Wu, I.-L., Chen, K.-W., & Chiu, M.-L. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shop¬pers and system users. International Journal of Information Management, 36(3), 284–296. doi:10.1016/ j.ijinfomgt.2015.11.015

Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of para-social interaction. International Journal of Information Management, 36 (3), 333–347. http://dx.doi.org/10.1016/j.ijin fomgt.2015.11.002

Yu, M. C., Mai, Q., Tsai, S. B., & Dai, Y. (2018). An empirical study on the organizational trust, employee-organization relationship and innovative behavior from the integrated perspective of social exchange and organizational sustainability. Sustainability, 10(864), 1–14. https://doi.org/10. 3390/su10030864