The Impact of Hallyu Wave on Online Impulsive Buying Behaviour of Malaysian Generation Z through Social Media

Chai, Sherine Yi Xin (2024) The Impact of Hallyu Wave on Online Impulsive Buying Behaviour of Malaysian Generation Z through Social Media. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

In Malaysia, the Hallyu Wave's influence on Generation Z's online impulsive buying behaviour is closely tied to their exposure to Hallyu Wave content on social media platforms like Instagram, Twitter, TikTok and YouTube. As these young consumers are drawn into the attention of Hallyu Wave content, their materialistic tendencies and the desire for online impulsive buying behaviour increase. Social influence from peers and online celebrities plays a significant role in driving these online impulsive buying decisions, often fueled by conspicuous consumption on social media. The time spent on social media, known as social media intensity, further amplifies cognitive and affective attitudes, influencing their impulsive buying. Understanding this complex relationship is crucial for businesses targeting Malaysia's Generation Z market in the digital era. This research is aiming to explore the impact of social influence and materialism on the impulsive buying behaviour of Malaysian Generation Z. Not only that, this study also aims to explore the impact of social media intensity on the impulsive buying behaviour of Malaysian Generation Z. Last but not least, the study is to explore the impact of attitude (affective and cognitive) on the impulsive buying behaviour of Malaysian Generation Z. This study employs a quantitative methodology, which is an online survey questionnaire. A total number of 111 sets of questionnaires was distributed to the target respondents through online social media within Malaysia. The target audiences for the online survey are between 18 years old and 26 years old. Purposive sampling, a non-probability sampling technique, was selected for this research. The results showed perceptions of Malaysian Generation Z of Hallyu Wave on their online impulsive buying behaviour were considerably connected. Most respondents felt neutral and followed by agreed and strongly agreed on most of the statements and think it is important in influencing them to do online impulsive buying behaviours