Abstract:
The main purpose of this study is to determine the effect of hedonic and utilitarian values on urge to buy impulsively with the mediation of browsing in the online cosmetic industry of Pakistan. The study has used quantitative survey methodology while collected 306 sample responses from the population using five-point Likert scale questionnaire. PLS-SEM using Smart PLS version 3.2.8 was used for data analysis. Browsing has significant effect on urge to buy impulsively, whereas hedonic values and utilitarian values have significant effect on browsing. Moreover, the results also showed that hedonic values and utilitarian values significantly affect urge to buy impulsively with the mediation of browsing. Importantly, this research was conducted on a very small scale due shortage of required time. Its target population is only online consumers of cosmetic industry of Karachi, Pakistan. Sample size of this research is comparatively small that might not represent the perception of majority. An attractive advertisement telling the attributes of the products; for example, improvisation of body shape, wrinkle reduction, acne issues, scars issue and many other skin related issues that cannot be ignored will not only gain the attention of hedonic customers but also the utilitarian customers as well.
