Understanding the Phenomenon of Impulsive Buying Among Gen Z: A Qualitative Study on the Use of E-Commerce Platform Features

Abstract

The existence of e-commerce platforms has transformed the consumption landscape of Generation Z in Indonesia, fostering the phenomenon of impulsive purchasing through incerasingly aggressive digital feature engineering. This study aims to explore in depth the subjective experiences and psyhological motives underlying impulsive buying behavior among Generation Z consumers, particulary those triggered by flahs sale features and paylater payment methods.

This research employed a qualitative design a thematic approach. Data were collected through online in-depth interviews conducted via vedio conferencing platforms. Informants were selected using a non-probability sampling technique, specifically purposive sampling, based on the criteria of being Generation Z individuals aged 18-27 years who actively use e-commerce platforms and paylater services. Data were analyzed using thematic analysis to identify the major themes emerging from participants’ narratives.

The findings indicate that flash sale features create significant time-limited pressure and perceptions of scarcity, thereby weakening consumers’ rational decision-making ptocesses. Meanwhile, by reducing the “pain of paying”, paylater services generate an illusion of greater purchasing power and fiancial capability. In conjunction with emotional triggers such as flash sales, paylater services create a synergistic effect that transforms shopping activities into a form of digital entertaiment, commonly referred to as shoppertainment.