Volume 7 Issue 2 (2024) Pages 584 - 598

SEIKO : Journal of Management & Business

ISSN : 2598-831X (Print) and ISSN : 2598-8301 (Online)

The Impact of Product Visualization and Emotional Triggers

on Impulse Buying: Moderating Role of Previous Experience
in E-Commerce Among Generation Z Consumers
Azka Hafiyan Ainurrafiq1, Rinrin Ainurrafik2
1Universitas Siliwangi, Tasikmalaya, Indonesia, 2Universitas Galuh, Ciamis, Indonesia

Abstract
This study aims to analyze the effect of product visualization and emotional triggers on
impulse purchase decisions in e-commerce and to examine the role of previous experience as
a moderating variable among Generation Z consumers. This research uses a quantitative
survey method. A closed questionnaire with a semantic differential scale was given to 205
respondents consisting of active users of e-commerce platforms aged at least 18 years old and
who have made impulse buying in the last three months. Data were collected through
questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS version
24. The results showed that product visualization and emotional triggers influence impulse
purchase decisions. In addition, previous experience acts as a moderating variable that
strengthens the relationship between product visualization and impulse buying. This study
provides new insights into e-commerce consumer behavior in the digital era, especially
among Generation Z. The implication is that marketers can design more effective visual and
emotional strategies to encourage impulse buying and ensure a positive consumer experience
to increase loyalty.

Keywords : Product Visualization, Emotional Trigger, Impulse Buying, Previous Experience,

Generation Z
Copyright (c) 2024 Azka
� Corresponding author :
Email Address: [email protected]

INTRODUCTION
Impulse buying behavior has become an essential issue in marketing, especially
with the development of e-commerce in the digital era. Impulse buying is a form of
unplanned consumption behavior triggered by a strong internal drive and
characterized by buying products suddenly without planning, often related to intense
desire but not always based on urgent needs (Suher & Hoyer, 2020). Marketing
strategies such as limited-time discount offers, bundling packages, and exclusive
promotions are often designed to create emotional triggers that encourage consumers
to shop impulsively (Zafar et al., 2020). Today's competitive digital environment
means that e-commerce companies increasingly rely on these strategies to trigger
impulse purchase decisions faster.

Product visualization plays a vital role in enhancing the influence of emotional

triggers on impulse buying. Consumers ability to visualize products strengthens
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emotional triggers to impulse buying (Zheng et al., 2019). In addition, research

confirms that visualization of product benefits allows information to be processed
emotionally, thereby accelerating impulse decision-making. (Lee & Chen, 2021).
Visualization and emotional triggers are critical in triggering impulse buying
behavior. Positive emotions, such as excitement and joy, are essential in buying.
Research shows that brand engagement significantly increases these emotions,
especially during the pre-purchase and post-purchase stages. (Razmus et al., 2024).
Emotions generated from promotions, such as excitement or enthusiasm when seeing
special offers, significantly increase the tendency to impulse shop. However,
consumers' previous experiences may moderate the relationship between
visualization and emotional triggers. Consumers with previous positive experiences
are more likely to buy on impulse, as satisfaction of earlier transactions fosters a
tendency for repeat purchases. (Hussain et al., 2024). Conversely, negative experiences
can reduce impulse buying, leading to a more cautious approach to future purchases
(Ferrinadewi, 2024). These findings support that previous experiences influence how
consumers respond to product visualizations and emotional triggers in decision-
making.
Djafarova & Bowes (2021) found that the factors in visualization that influence
impulse buying have not been fully explicitly verified. Therefore, further research is
needed to validate visual elements, such as what elements are most effective, and to
examine the interaction between emotional triggers and the relationship of visual
elements to impulse buying. In line with that, Jain et al. (2023) also found that the
specific roles of different forms of emotional triggers and their interactions with other
elements, such as promotion design or offer timing, have not been fully verified.
Further research is needed to validate how variations in emotional triggers influence
impulse buying, particularly in e-commerce. In addition, the role of previous
experience in moderating the effects of visualization and emotional triggers has also
not been fully verified. Karl et al. (2021) it was confirmed that previous experience is
important in decision-making. However, further research is needed to validate how
previous experience directly moderates the relationship between visualization,
emotional triggers, and impulse buying. Therefore, the solution is to fill these gaps by
further examining the interplay between visual elements, emotional triggers, and
previous experience in influencing impulse buying behavior and testing how these
three factors interact.
This research focuses on Generation Z, who have high exposure to digital
visualizations, making them more susceptible to emotional triggers that trigger
impulse buying (Isa et al., 2020). Generation Z was born between 1995-2012, growing
up in the digital era, making them the primary consumer of technology products
(Caraka et al., 2022). They live in a digital environment filled with visual and emotional
stimuli from e-commerce platforms and social media, accelerating their tendency to
make spontaneous purchase decisions (Muhammad et al., 2024). Therefore, Zhang et
al. (2023) highlighted that Gen Z's previous experiences were hedonic experiences
when purchasing non-essential items, especially in e-commerce, rich with visual
stimuli, thus increasing impulse buying. Therefore, e-commerce is the main focus of
this research, as it can utilize product visualizations such as images, videos, and
reviews to attract attention and trigger emotional triggers that increase impulse
buying. This is reinforced by the prediction that by 2024, the global e-commerce market
value is expected to reach USD 5.14 trillion, with 15% annual growth since 2019
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(Uzunoglu, 2024). In addition, in Indonesia, e-commerce growth amounted to 15.5%

from the previous year, reflecting the widespread adoption of digital
technology among consumers (Retailasia, 2024).
This study aims to examine the influence of visualization on positive emotional
triggers and impulse buying, focusing on Generation Z. It also discusses the role of
visualization as a mediator in the relationship and assesses how previous experience
moderates the relationship. Hopefully, this research can provide deeper insights into
the dynamics of impulse buying behavior in the digital era and help design more
effective marketing strategies to influence consumer shopping decisions.

LITERATURE REVIEW
1. Impulse Buying Behavior on E-commerce in Generation Z
Online purchasing has become a fast-growing trend, along with increasing
internet access and the development of digital technology. E-commerce allows
consumers to purchase products and services easily through electronic devices
without having to meet face-to-face with the seller, thus speeding up the
transaction process (Kacen & Lee, 2002). The increase in online purchases is in line
with the growing number of e-commerce platforms offering various products at
competitive prices and easy access (Verhagen & van Dolen, 2011). Generation Z is
the primary consumer in this digital era, where they grow up in an environment
filled with technology, so they tend to be more accustomed to using digital
platforms for shopping (Caraka et al., 2022). Gen Z's lifestyle that previous
experience ties instant gratification and experience and is reinforced by the ease of
online shopping will increase their tendency to impulse buying due to constant
exposure to promotional content (Nguyen et al., 2024). E-commerce companies also
optimize their marketing strategies by utilizing various attractive promotions such
as discounts, limited-time offers, and product bundling to encourage consumers to
make purchases faster (Dawson & Kim, 2010). During a dynamic digital
environment, impulse buying has become increasingly prominent. Impulsive
buying in e-commerce occurs when consumers spontaneously purchase products
without previous experience planning, often triggered by solid emotional impulses
due to various attractive offers visually displayed on the platform (Floh &
Madlberger, 2013). Generation Z, with easy access to social media and various e-
commerce platforms, is increasingly exposed to visual stimuli and attractive
promotions, encouraging them to make impulse buying at a higher rate than
previous generations (Muhammad et al., 2024). Impulse buying is amplified on
digital platforms because consumers are exposed to visual stimuli, promotions,
and emotional triggers that encourage them to buy without thinking (Verhagen &
van Dolen, 2011).

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2. Visualization
According to Zhao et al. (2009), visualization through images and video
elements allows consumers to imagine the use of the product without the need to
interact directly with it. This accelerates the decision-making process, often leading
to impulsive behavior, especially when combined with digital promotional
elements (Lin & Lin, 2013). Hubert et al. (2013) added that visualizations that
display the benefits and aesthetics of products reinforce consumers' mental
representations, increasing the tendency to buy impulsively. In line with this, it
was found that immersive visual elements can increase product appeal, which also
encourages impulse buying behavior (Nguyen et al., 2024). Furthermore, effective
visualization in product design facilitates better communication of ideas and
increases consumer engagement, leading to informed purchase decisions (Ivanov
et al., 2024).
Hussain et al. (2024) They assert that individuals who use visualization
techniques to imagine a satisfying purchase outcome may strengthen their
impulsive tendencies due to increased positive expectations resulting from the
visualization. Keng et al. (2011) also found that visualization techniques,
particularly coupled with mindfulness, can increase awareness of emotions, which
may not necessarily help control impulsivity but may reinforce it in the context of
impulse buying as a way of relieving stress. Visualizations that affect emotional
triggers influence consumer arousal, positively impacting impulse buying (Liu et
al., 2019). This is reinforced by research by Kovač et al. (2019), which showed that
practical visual elements create an emotional connection between consumers and
products, contributing to impulse purchase decisions.
The resulting hypothesis is:
H1: Visualizations that activate consumers' imagination have a positive effect on
emotional triggers.
H2: Attractive visualization and a positive effect on impulse buying.
3. Emotional Trigger
Weinberg & Gottwald (1982) stated that emotional triggers can increase
impulse buying tendencies because individuals are encouraged to seek experiences
that provide momentary satisfaction, especially unplanned purchases. Mishra et al.
(2023) also found that emotional triggers can affect risk perception and encourage
individuals to make impulse buying as an escape from uncomfortable
psychological conditions. Ertz et al. (2022) added that emotional triggers can
strengthen consumers' desire to make purchases that provide happiness. Other
research by Rani et al. (2023) also supports that emotional triggers can trigger
impulse buying because consumers see shopping activities as a mechanism to deal
with this pressure. In addition, Iyer et al. (2020) They state that emotional triggers
often lead to irrational purchasing decisions, especially those triggered by the
desire to obtain hedonic satisfaction through consumption.
The resulting hypothesis is:
H3: Emotional triggers experienced by consumers have a positive effect on
impulse buying.
4. Previous Experience
According to Khachatryan et al. (2018), previous experience can increase or
decrease impulsive urges; strong visualization can strengthen the desire to buy,
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especially if the previous experience is positive. Previous experience filters

consumer perceptions of product visualization (Vonkeman et al., 2017). Consumers
who have positive experiences are more likely to respond emotionally to
visualizations, increasing their likelihood of making impulse buying. Positive
experiences affect consumer trust, improving response to product visualizations
and impulse buying (Zhang et al., 2024). Findings by Hussain et al. (2024) support
this argument, suggesting that positive experiences strengthen the effect of
visualization on impulse buying and reduce the negative impact of bad experiences
on purchase decisions. Negative experiences from previous purchases can weaken
impulse buying by creating a sense of skepticism and distrust, which ultimately
encourages consumers to avoid impulsive purchase decisions in the future (Çelik
& Özçelik, 2024). It can be concluded that previous experience plays a vital role in
influencing future impulse buying behavior, where negative experiences cause
regret and reduce the tendency to buy impulsively. In contrast, positive
experiences reinforce this behavior (Spiteri Cornish, 2020).
The resulting hypothesis is:
H4: Previous consumer experience moderates the relationship between product
visualization and impulse buying, with positive experience strengthening the
relationship while negative experience weakening it.

Research Model
After collecting the literature review and formulating the hypothesis above, the
author will describe the research methodology using the following diagram:

Previous
Experience

Visualization Impulse Buying

Emotional
Trigger

Figure 1. Research Model

Source: Processed by the author, 2024

METHODOLOGY
This research uses a verification research design. According to Uma Sekaran &
Bougie (2019), verification research aims to establish cause-and-effect relationships
between variables and test predetermined hypotheses. The data used is cross-section
data, namely primary data. Based on the definition of Hair et al. (2019), primary data
is data collected directly to be analyzed to find solutions to the problems under study.
In this study, primary data is in the form of responses from respondents regarding the
effect of product visualization on emotional triggers and their impact on impulse
buying behavior, which is moderated by previous shopping experiences on e-
commerce platforms.

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Data collection is closely related to the research population. According to (Uma

Sekaran & Bougie, 2019), population refers to the entire group of people, events, or
exciting things that are the object of research. Population data is used as the basis for
decision-making or hypothesis testing. Based on this concept, the population in this
study includes all Generation Z in Indonesia. Because the data coverage of the research
object is comprehensive, this study uses a sample to enable generalization to the
population. McDaniel & Gates (2015) defines a sample as a portion of the population
selected to represent the whole. The sampling technique used in this research is
probability sampling, with stratification of relevant elements. This study uses non-
probability purposive sampling techniques with the following criteria: 1) Generation
Z aged 17-29 years; 2) Have online shopping experience for at least the last three
months; 3) Actively using e-commerce platforms.
This research was prepared using the survey method and a quantitative
approach (Saunders et al., 2019). This study uses a semantic differential scale with a
10-point measuring scale (Bordens & Abbott, 2021). A semantic differential scale with
an interval scale of 10 assesses respondents' attitudes, where a rating of 1-5 means
disagree, and 6-10 means agree. (Bougie, 2019). Some questionnaire statements used
reverse-scored items to minimize biases arising from standard methods. In addition,
this study ensures a clear separation between dependent and independent variables,
which is expected to improve the accuracy of respondents' answers.
According to Hair et al. (2019), the representative sample size is 100 to 200
respondents with a minimum good sample of five times and a maximum of ten times
the number of indicators. The number of estimated parameters in this study was 41.
Thus, the minimum sample size in this study was five times the estimated parameters,
or 41 x 5 = 205. Thus, the minimum sample size used in this study is 205 respondents.
Data were collected through a questionnaire that included questions related to
respondent characteristics, online shopping experience, perceptions of product
visualization, emotional triggers when shopping and impulse buying tendencies on e-
commerce platforms.
This study uses data analysis techniques with the Structural Equation Modeling
(SEM) method, with the help of AMOS software version 24. Structural Equation
Modeling (SEM) is described as an analysis that combines several approaches, namely
factor analysis, structural models, and path analysis (Suliyanto, 2011).
This study used covariance-based SEM as an analytical tool, starting with
building a conceptual model to formulate research hypotheses. Next, the collected
data was examined to ensure no missing data met the data criteria for SEM analysis.
Then, validity and reliability tests were conducted to ensure that the measurement
items could represent the research variables and were consistent. After ensuring the
measurement items are feasible, model testing is continued to provide the model fits.
After the model is categorized as fit, testing continues by examining the significance
of the influence between the variables offered in the research hypothesis (Hair J et al.,
2019).

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RESULT AND DISCUSSION

Respondent Characteristics
Online questionnaires were distributed from July to September 2024. This study
obtained data from 205 respondents, divided into several characteristics based on the
criteria and sample size set.
Table 1. Respondent Characteristics
Characteristics Attribute Frequency Percentage
Male 97 47,3%
Gender
Female 108 52,7%
17-23 years old 84 40,7%
Age
24-29 years old 121 59,3%
West Jawa 180 87,8%
Central Java 7 3,4%
Domicile/address
East Java 10 4,9%
Jakarta 8 3,9%
Jobs Student 82 40%
Self-Employee 53 26%
Private Employee 39 19%
Others 31 15%
Platform Shopee 187 54,02%
Frequently used e- Tokopedia 82 23,72%
commerce Lazada 27 7,81%
Blibli 16 4,63%
Bukalapak 13 3,76%
Zalora 12 3,47%
Others 9 2,60%
Shopee 187 54,02%
Tokopedia 82 23,72%

Source: Processed by the author, 2024

Based on data analysis, 52.7% of women and 47.3% of men were respondents,
showing a relatively balanced gender distribution. Most respondents are aged 24-29,
accounting for 59.3%, while respondents in the 17- 23 age range account for 40.7%.
From a domicile perspective, most respondents came from West Java, with a
proportion of 87.8%, followed by respondents from East Java (4.9%), Jakarta (3.9%),
and Central Java (3.4%). Based on occupation, the largest category is students, which
accounts for 40% of the total respondents, followed by self-employed (26%), private
employees (19%), civil servants (10%), and others (5%). Furthermore, regarding the
most used e-commerce platform, Shopee is the top choice of respondents with a
percentage of 54.02%, followed by Tokopedia (23.72%), Lazada (7.81%), Blibli (4.63%),
Bukalapak (3.76%), Zalora (3.47%), and other categories (2.60%).
SEM Assumption Test
In SEM analysis, a data normality test is needed to determine whether the data
obtained is usually distributed (Hair et al., 2019). Based on the analysis results, the
normality test shows no critical ratio value, both univariate and multivariate, which
exceeds the ±2.58 limit. Thus, the data is declared normal and suitable for further
analysis. After the normality test is conducted, the next step is to test for outlier data
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univariately and multivariately. The univariate and multivariate outlier tests aim to
avoid biased research results (Hair et al., 2019). To detect multivariate outliers, it is
necessary to compare the chi-square table value with the highest output value of the
Mahalanobis distance. The chi-square table value is 40.790, while the highest value of
Mahalanobis distance is 38.702. This result shows that the research data successfully
passed the normality test.
Table 2. Measurement, Loadings, CR, and AVE
Questionnaire Loading
No. Variables Dimensions CR AVE
Statement Factor
1. I see product details Visualizati Visual Clarity 0,729 0,802 0,452
clearly from pictures on
or videos that
influence
purchasing
decisions.
2. The visual beauty of Aesthetics 0,79
a product image or
video is very
appealing to me.
3. Animations and Animation 0,625
visual effects in and Visual
images or videos Effects
grab my attention
while shopping.
4. The visually Visual 0,607
presented special Presentation
offers were striking of Special
and influenced my Offers
buying interest.
5. Visualizing user Use of 0,588
reviews or Testimonial
testimonials or Visual
increases my Reviews
confidence in
purchasing the
product.
6. I often feel a strong Emotional Arousal 0,767 0,784 0,477
emotional urge to trigger
impulse buy
products when I see
visuals.
7. My mood while Mood States 0,634
shopping affects my
buying decisions.
8. My feelings of Emotional 0,649
affection towards Attachment
the product to the Product

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influence my
unplanned purchase
decision.
9. Friends or Social 0,707
influencers on social Environment
media influence my Influence
impulse buying.
10. Previous experience Previous Sensory 0,728 0,777 0,466
with the product Experience Experience
influences my
decision when
viewing visuals.
11. My direct Practical 0,623
experience of using Experience
the product
influences my
purchase decision.
12. Previous Cognitive 0,664
experiences of Experience
thinking about and
evaluating products
influence decisions
when shopping.
13. My emotional and Relationship 0,713
social connection Experience
with the brand
influences my e-
commerce purchase
decision.
14. I often buy products Impulse Spontaneous 0,696 0,753 0,434
out of the blue buying Purchase
without planning
when I see exciting
visuals.
15. I often ignore further Mindless 0,727
considerations when Purchasing
purchasing
products.
16. I often feel Rash 0,606
pressured to buy a Purchases
product
immediately after
seeing an offer
deadline.
17. My emotional state Purchases 0,599
drives impulse Influenced by
Emotional

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buying on e- State
commerce.
Source: Processed by the author, 2024
After testing the SEM assumptions, the next step is to conduct validity and
reliability tests. Validity relates to how well the measures used define concepts, while
reliability relates to the consistency of these measures. Based on Table 2, all loading
factor values of the research indicators show values > 0.4. This indicates that all
variable indicators represent the research construct. Each Average Variance Extracted
(AVE) value of the variable must be> 0.4, and the Composite Reliability (CR) value of
each indicator must be> 0.70 to fulfill the reliability test. All AVE values on the
variables of this study are above 0.4 (see Table 2), and the composite reliability
coefficient values of each indicator of this study are also above 0.70. Thus, it can be
concluded that all constructs in this study have good validity and reliability. The
feasibility test of the research model was carried out by evaluating the goodness of fit
value listed in Table 3. Based on the results of this analysis, the RMSEA value meets
the established criteria, so it can be concluded that this research model is suitable for
further study.
Table 3. Goodness of Fit (GoF) SEM-AMOS Model
Goodness of index Cut-off value Model Results Description
Chi-Square Expectedly Small 218,978 Fit
RMSEA ≤0,08 0.059 Fit
GFI ≥0,90 0.899 Marginal Fit
AGFI ≥0,90 0.864 Marginal Fit
CMIN/DF ≤2,0 1.237 Fit
TLI ≥0,95 0.951 Fit
CFI ≥0,95 0.959 Fit
Source: Processed by the author, 2024

Hypothesis Testing
Hypothesis testing is carried out to evaluate the relationship between latent
variables in the model under study. (Hair et al., 2019). In structural equation modeling,
hypothesis testing is carried out by path analysis using AMOS 24 software assistance.
Hypothesis testing indicators through path analysis are carried out by paying
attention to the output results of the critical ratio or t-value and p-value. If the p-value
is below 0.05, then the hypothesis is accepted. In addition, the influence of variables
can be seen in the positive or negative value of the critical ratio (t value) (Hair et al.,
2019).
Table 4. Hypothesis Testing
Dimensions Estimate SE. CR. P Description
ET. <--- V 0,220 0,107 2,047 0,041 Accepted
IB. <--- V 0,540 0,111 4,871 0,000 Accepted
IB <--- ET 0,187 0,076 2,459 0,014 Accepted
IB <--- PE 0,190 0,079 2,415 0,016 Accepted
IB. <--- Interaction 0,003 0,001 5,324 0,000 Accepted
Source: Processed by the author, 2024
Based on this table, the following is an explanation of the results of
the hypothesis
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testing;
1. Hypothesis 1 (H1): Visualization (V) has a positive effect on an emotional
trigger (ET), with an estimate of 0.220, a CR value of 2.047, and a p-value of
0.041 (p < 0.05). These results indicate that attractive product visualization
significantly increases consumers' emotional triggers, supporting hypothesis
H1.
2. Hypothesis 2 (H2): Visualization (V) has a positive effect on impulsive buying
(IB), with an estimate of 0.540, a CR value of 4.871, and a p-value < 0.001 (***).
These results indicate that good product visualization significantly increases
consumers' tendency to make impulse buying.
3. Hypothesis 3 (H3): Emotional trigger (ET) has a positive effect on impulsive
buying (IB), with an estimate of 0.187, a CR value of 2.459, and a p-value of 0.014
(p < 0.05). These results indicate that the higher the emotional trigger consumers
feel, the greater their tendency to impulse buying.
4. Hypothesis 4 (H4): Previous experience (PE) affects impulsive buying (IB), with
an estimate of 0.190, a CR value of 2.415, and a p-value of 0.016 (p < 0.05). This
suggests that previous shopping experience also influences impulse buying
decisions. The moderating variable coded "interaction" represents the
moderating effect of previous experience on the relationship between
visualization and impulse buying. The interaction estimate is 0.003, the CR
value is 5.324, and the p-value is < 0.001 (***). These results indicate that the
interaction or moderation is significant, meaning that previous experience
moderates the relationship between visualization and impulse buying. In other
words, the effect of visualization on impulse buying is influenced by
consumers' previous experiences; positive experiences strengthen the
relationship, while negative experiences may weaken it.

Discussion
The results of this study highlight the significant role of product visualization
in triggering emotional responses that drive impulse buying behavior. Visual elements
such as clarity, aesthetics, and visual effects are critical stimuli that increase consumers'
emotional arousal, ultimately influencing impulse purchase decisions. This finding
aligns with previous research showing that product visualization on e-commerce
platforms is a potent stimulus that increases emotional engagement and accelerates
purchase decision-making (Liu et al., 2019). This study confirms that emotional
triggers mediate the relationship between visualization and impulse buying, with
emotions such as excitement driving consumers to buy when exposed to visually
appealing products. In addition, the moderating effect of previous experience is
evident, where consumers with positive previous experience are more likely to buy
impulse when exposed to effective visual stimuli. In contrast, consumers with negative
experiences tend to exhibit more cautious purchasing behavior. This finding supports
the research of Hussain et al. (2024), which shows that previous experience serves as a
filter that influences consumer responses to visual stimuli in decision-making,
strengthening trust in familiar products and reducing risk in unfamiliar products. This
moderating role of previous experience suggests that consumer behavior is not
entirely driven by impulsivity but is shaped by their previous interactions with the
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brand or product. This reinforces that satisfaction with earlier purchases can facilitate
future impulse-buying tendencies. Therefore, e-commerce players must create positive
consumer experiences to capitalize on this tendency.

Implications
From a practical perspective, these findings provide important implications for
e-commerce marketers. Understanding the interplay between product visualization
and emotional triggers offers valuable insights for designing more effective marketing
strategies. First, emphasizing visually rich product presentation through high-quality
images, engaging videos, and aesthetically pleasing layouts can increase consumer
engagement and encourage impulse purchase behavior. Visual tools that evoke
positive emotions, such as excitement and desire, can increase sales conversion rates.
Secondly, e-commerce platforms should previously experience customer
retention through personalized experiences. Given the moderating effect of previous
experience, maintaining positive post-purchase interactions is critical to encourage
repeat impulse buying. Good post-purchase support, engaging communication, and
offers tailored to purchase history can increase customer loyalty and encourage
impulse buying on subsequent transactions.
In addition, time-limited promotions, exclusive offers, and product bundling
should be visually displayed to maximize emotional engagement. By leveraging
emotional triggers such as urgency, brands can drive more effective spontaneous
buying behavior, ultimately improving sales performance.

CONCLUSION
This study attempts to contribute to the literature on consumer behavior in e-
commerce by examining the relationship between product visualization, emotional
triggers, impulse buying, and the moderating role of previous experience. The findings
show that well-designed visual stimuli evoke emotional responses and significantly
influence impulse purchase behavior, especially in consumers with positive previous
experiences. These results emphasize the importance of integrating emotional and
visual elements in e-commerce strategies to increase consumer engagement and sales.
Future research could explore the impact of more innovative visual formats,
such as augmented reality or virtual try-ons, on impulse purchase behavior across
different consumer segments. In addition, examining the long-term impact of impulse
buying triggered by emotional triggers could provide deeper insights into consumer
satisfaction and post-purchase behavior. Overall, this study highlights the critical role
of emotional and visual factors in shaping impulse buying tendencies in digital
marketplaces.

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