Abstract

The purpose of this study is to develop a conceptual model to improve the e-impulse buying through product knowledge and shopping lifestyle with positive emotion as an intervening variable. The population in this study was a user’s Shopee in Semarang. The technique of determining the sample uses purposive sampling. The samples used in this study were 100 respondents. The method analysis in this study is multiple linear analysis using SPSS 23. The results of this study declare that product knowledge and shopping lifestyle has a positive significant effect on e-impulse buying, product knowledge and shopping lifestyle have a positive significant effect on positive emotion, and positive emotion has a positive significant effect on e-impulse buying. Positive emotion can be proved as an intervening variable in the relationship between product knowledge and shopping lifestyle with e-impulse buying.