An Examination of Impulsive Buying, Utilitarian Consumption, Hedonic Consumption, and Conspicuous Consumption Habits in Consumers' Mobile Shopping Behavior: The Case of Temu

This study aims to examine the impact of mobile shopping platforms on consumer behavior through a case study of Temu. Specifically, it investigates how impulsive buying behavior is associated with utilitarian, hedonic, and conspicuous consumption tendencies. With the increasing prevalence of mobile shopping, consumer purchasing processes have become faster and more emotionally driven, leading to deviations from rational decision-making. A mixed-methods research design was adopted in this study: quantitative data were collected via surveys, while qualitative insights were gathered through semi-structured interviews. Quantitative data were analyzed using SPSS, and qualitative data were examined using descriptive content analysis. The findings reveal that hedonic and conspicuous consumption tendencies significantly influence impulsive buying behavior, whereas utilitarian consumption is more closely linked to planned and need-oriented purchasing decisions. Moreover, the underlying motives behind these consumption patterns were corroborated through qualitative data. This research contributes to a deeper understanding of the multifaceted nature of consumer psychology in a digitalized marketplace and offers valuable insights for both marketing literature and digital commerce strategies.