The Role of Self-Confidence in Moderating The Influence of Attitude and Digital Stimuli on Online Impulse Buying

Digital transformation has fueled an escalation in online impulse buying, driven by stimuli such as visual appeal, convenience, and promo-‎tions. However, consumer responses are often shaped by internal psychological factors like self-confidence. This study aims to analyze the ‎moderating role of self-confidence in the relationship between consumer attitudes, digital stimuli, and online impulse buying behavior. A ‎quantitative method was applied, involving 223 Shopee users selected through purposive sampling. Data were analyzed using Partial Least ‎Squares Structural Equation Modeling (PLS-SEM) with moderation interaction tests. The results reveal that self-confidence strengthens the ‎influence of attitude on impulse buying but significantly weakens the impact of visual appeal. No significant moderation effect was found ‎for convenience and promotion stimuli, suggesting that the universal appeal of these utilitarian and heuristic cues operates independently of ‎this psychological trait. Self-confidence acts selectively as a moderator: it reinforces internal pathways (attitude) while neutralizing specific ‎external stimuli (visuals). These findings enrich the Stimulus-Organism-Response (SOR) and Cognitive Emotion Theory (CET) frame-‎works in the context of digital retail. Online impulse buying is not only shaped by external stimuli but also heavily dependent on individual ‎psychological characteristics, where self-confidence critically determines how stimuli are translated into spontaneous purchasing decisions. ‎This study provides actionable managerial implications for psychographic marketing and policy recommendations for consumer protection ‎in the evolving global e-commerce landscape‎.