Exploring the Impact of Hedonic Consumption Tendency, Serendipity, and Cognitive Flexibility on Impulsive Grocery Shopping Behaviour via Retail Apps

Impulsive shopping, often viewed negatively due to overspending, can yield positive outcomes when approached mindfully.This study investigates the dynamics of impulsive grocery shopping (IGS) via retail apps, focusing on the roles of hedonic consumption tendency (HCT), serendipity, and cognitive flexibility (CF).Guided by Latent State-Trait (LST) theory, the research examines how stable personality traits interact with situational states to shape impulsive behavior.Data were collected from 399 Malaysian consumers and analyzed using Structural Equation Modelling (SEM).Findings reveal that individuals with high HCT are more likely to engage in IGS, as their pleasure-seeking disposition increases sensitivity to shopping stimuli.Serendipity acts as a mediating situational factor, amplifying emotional responses and reinforcing the influence of HCT on impulsive behavior.Meanwhile, CF moderates these relationships by weakening the effects of both HCT and serendipity, indicating that cognitively flexible individuals are better at self-regulating their buying impulses.This study contributes theoretical insights into how traits and states jointly influence IGS and offers practical implications for marketers to balance impulsive triggers with tools for mindful consumption.Future research should incorporate qualitative methods, examine additional contextual factors, and involve diverse samples and approaches to improve understanding and generalizability.