Millennials’s Impulse Buying Behaviour: Why Positive Emotion Does not Mediate?

Indonesian buying behavior especially on generation Y or millennials tends to be impulsive and rapid development of retail fashion business allows marketers to learn and formulated strategy. As one of the defined group of people, millennials are a potential market segment. The purpose of this study is to investigate the role of hedonic shopping motives, fashion involvement, and store atmosphere toward positive emotion and impulse buying. The study also tests the mediating role of positive emotion. Judgemental sampling was employed to collect data from 110 millennials of Surabaya people and the relationships proposed were analysed with path analysis.The study confirms that hedonic shopping motives isn’t significantly influence impulse buying, whereas both fashion involvement and store atmosphere are significantly influence impulse buying. Then, all hedonic shopping motives, fashion involvement, and store atmosphere are significantly influence positive emotion. Furthermore, positive emotion isn’t significantly influence impulse buying. Hence positive emotion doesn’t mediate the effect of hedonic shopping motivation, fashion involvement, and store atmosphere to impulse buying. This study provides novel and useful insights on the complex impulse buying by millennials by expanding the application of both fashion involvement and store atmosphere for fashion marketers.