Author: Rendi, Tiurida Lily Anita

Ever opened an online shop “just to look” — and somehow ended up checking out?
You’re not alone. For Gen Z, online shopping isn’t just about buying stuff. It’s entertainment, stress relief, and sometimes… an impulse trap.

A recent study explored why people make impulsive purchases online, focusing on three main factors: internet addiction, browsing habits, and a hedonistic lifestyle. The results reveal some surprising insights into how our digital behavior shapes what we buy.

Scrolling Isn’t Harmless — It’s Powerful

Let’s start with browsing. Scrolling through online shops, social media ads, or flash sales feels fun and effortless. But the study found that browsing has a strong direct impact on impulsive buying.

The more time you spend exploring products, comparing styles, or watching reviews, the more likely you are to buy something you never planned to. Browsing slowly turns into temptation — especially when apps are designed to keep you scrolling.

In short: the longer you browse, the easier it is to click “Buy Now.”

Internet Addiction: Always Online, Always Tempted

Being constantly connected can also shape shopping behavior. Internet addiction — defined as difficulty controlling online activity — was found to increase browsing behavior and indirectly push users toward impulse buying.

However, here’s the twist: internet addiction alone doesn’t automatically make you an impulsive buyer. Instead, it works behind the scenes by encouraging more browsing, which then triggers impulsive purchases.

So it’s not just about being online all the time — it’s about what you do when you’re online.

Hedonistic Lifestyle: Fun, But Not Always the Trigger

A hedonistic lifestyle focuses on pleasure, enjoyment, and instant gratification — something often associated with Gen Z culture. Surprisingly, the study found that a hedonistic lifestyle does NOT directly cause impulsive buying.

That means enjoying life, trends, and aesthetics doesn’t automatically make you spend impulsively. What matters more is how digital platforms stimulate you while browsing, not just your lifestyle preferences.

What This Means for Gen Z

For Gen Z shoppers, this research sends a clear message:

  • Impulse buying isn’t about being careless
  • It’s about how apps, content, and endless browsing influence decisions
  • Awareness is power — knowing your triggers helps you shop smarter

What Brands Can Learn From This

For online businesses, the lesson is just as important:

  • Browsing experience matters more than aggressive selling
  • Visuals, product discovery, and smooth navigation drive purchases
  • Ethical design is key — not all impulse is bad, but trust matters

Final Thought

Online shopping isn’t going away — and neither is impulse buying. But understanding why we buy gives us control. Whether you’re a shopper or a brand, knowing how browsing and digital habits work can help create healthier, smarter online experiences.

So next time you’re “just scrolling,” remember — your clicks matter 😉