The factor of hedonic shopping motivation in online shopping without thinking

Online shopping have been famous among customer, they can choose online because easy for them especially for those have limit time to go physical store. This study investigate the factor of hedonic shopping motivation in online shopping without thinking among staff at Faculty of Entrepreneurship and Business (FEB) and Faculty of Hospitality, Tourism and Wellness in University Malaysia Kelantan (UMK) Campus Pengkalan Chepa. The aim of the study is to identifying connection amongst independent variable which is adventure shopping, value shopping, idea shopping and relaxation shopping and the dependent variable which is online impulse buying tendency. This research used quantitative technique. Data collected by using questionnaire respond by 221 staff at University Malaysia Kelantan (UMK) campus Pengkalan Chepa. The result of this study shows the independent variables included adventure shopping, value shopping, idea shopping and relaxation shopping have significant relationship with the dependent variable online impulse buying tendencies. This study may give advantage to online consumers for better understanding about consumer behaviour in impulse buying tendencies. Therefore, online impulse buying gives effect customer behaviour while online shopping experience.