Predicting The Relationship Between Scarcity And Serendipity Information Toward Impulse Buying Behavior: Hedonic Shopping Values AS Moderator Variables

Manuscript type: Research article  Research Aims: The purpose of this research is to predict the intervariable relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive buying behavior. Design/methodology/approach: This research uses a quantitative method and uses non-probability sampling method as the data collection techniques by distributing online questionnaires. There are 330 respondents with the criteria of having made transactions at Shopee in the last three months. The data are analyzed using Structural Equation Modeling (SEM) to test the each of the hypothesis and making the conclusion. Research Findings: This study shows that the relationship between scarcity, serendipity information moderated by social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping towards online impulse buying behavior Theoretical Contribution/Originality: This research makes a theoretical contribution to International business as well as the theory of consumer behavior about situational factors namely, the scarcity and chance of information as independent variables are moderated by the value of hedonic shopping, namely, social, adventure, value, relaxation and shopping ideas affecting the dependent variable, online impulsive buying Practitioner/Policy Implication: The results of this study can be used as information for PT Shopee International company management in determining online sales and marketing strategies that focus on the e-commerce marketplace Research limitation/Implications: This study uses non-probability sampling, thus the results of this study cannot be generalized to other contexts  


INTRODUCTION
The development of information technology has had an impact on the convergence of computing systems and communication systems that encourage the integration of the two systems.
Electronic commercial transaction throughout the internet, recognized as 'e-commerce,' has developed so rapidly worldwide, including in Indonesia. Many merchants can take advantage of an online service in the form of e-commerce to improve and increase sales quickly by looking at the very rapid development of information technology. Nowadays, most countries are shifting from companies moving offline to online.

One of the most visible countries is Indonesia.
Indonesia is a market with attractive e-commerce growth from year to year (Rahayu, 2019). Census data from the Central Statistics Agency (BPS) also stated that Indonesia e-commerce industry in the last ten years has increased by 17 percent, with a total number of e-commerce businesses reaching 26.2 million units. Besides, Indonesian customers are certainly very impulsive towards online purchases. The influence of their impulsiveness is usually caused by sales promotion factors, lifestyle, and the e-commerce platform itself (Ahmadi, 2020). Therefore, marketers should emphases on these strategies in purpose to enhance impulse buying behaviour which is a major impact around e-commerce retailing as well as marketing (Akram, et al., 2017).
There are many e-commerce platforms that Indonesians can use to take advantage of their opportunities to open their businesses or create jobs for others. The platform that is most often used is Shopee. The Shopee application ranking on both App store and Google Play Store occupies the first position with approximately 73 million monthly visitors (Andika, 2020). In Indonesia, Shopee recorded 1.2 million transactions every day and a growth of 93.3% year on year (Nurdiarsih, 2019). As shown as down below is the e-commerce ranking in Indonesia in Table 1.  (Rachmatunnisa, 2020). This is caused by the issue related to the services that Shopee provides to its customers. Service in responding the customer chats takes a long time. Besides, sellers at Shopee are hard to find at certain times (Ayudhitama & Pujianto, 2019). Meanwhile, the seller's response in this chat feature is very important in influencing the customer assessment (Agustina & Kurniawan, 2018). Table 2 illustrated the top 10 local and foreign online shopping sites sorted by the largest amount of traffic in 2019.   (Akram et al., 2018;Chung et al., 2017;Gwee & Chang, 2013). It is found that many sellers have been commenting on the sold-out sign on Shopee application. When sellers want to change the stock availability, often Shopee blocked their account, resulting in buyers not being able to access and buy products from the site (Luis, 2020). Another problem is that many times the sellers want to change the product description, it does really take a long time for Shopee to respond because the customer service at Shopee is still minimal (Afandi, 2020). This is resulting in customers not being able to obtain serendipity information when they want to purchase something, although serendipity information can create unplanned and spontaneous consumers to understand the value of shopping differently from the rational consumer's way (Akram et al., 2018).
Both situational factors, namely scarcity and serendipity information should be discovered at Shopee to give an understanding of how impulsive buying can happen and how marketers can better analyze consumers' needs . This study deliberates the initiative of Indonesian customers of online e-commerce platform, which is Shopee.

Online Impulsive Buying Behaviour
Impulsive buying behaviour online is the propensity of consumers to purchase directly, not reflective, kinetic, and unprompted (Akram et al., 2018). There are four general categories of impulsive buying, namely, pure impulsive buying, reminder impulsive buying, impulsive buying recommendation and planned impulsive buying identified by Zhang et al. (2018). Pure impulsive buying is an impulsive buying behaviour in which the consumer breakdowns their ordinary buying pattern to immediately make a new purchase (Zhang et al., 2018;Muruganantham & Bhakat, 2013). The impulsive buying of reminders involves recalling of the previous experience or knowledge of the product, and cognitive effort will be required along the process (Zhang et al., 2018;Muruganantham & Bhakat, 2013).

Scarcity
Scarcity refers to an actual or apparent threat to a consumer's ability to fulfill their requirements and wants due to the deficiency or lack of access to goods or services or even resources (Hamilton et al., 2019). There are two types of scarcity which are product and resource scarcity (Hamilton et al., 2019). Product scarcity in accordance with Hamilton et al. (2019), is a shortage of actual or apparent goods and services offered to consumers whichever in a short period of time, for example, due to out of stock or the long period of time, for example, due to legal constraints. Resource scarcity is defined as an actual or perceived shortage of several procedures of capital (for example, financial or cultural) or other production input (for instance, time) that consumers devote to obtaining and using goods and services (Hamilton et al., 2019).

Serendipity Information.
According to Erdelez et al. (2016) Serendipity is not a singular or exact state, but rather a "continuum" or "space" involving a combination of three main elements that can occur at diverse levels of intensity: unpredictable (incidental nature of discovering information); value (attached to information); and insight (real acknowledgment of such concurrences and value over the practice of subjective wisdom) in accordance to Solomon and Bronstein (2015).
Serendipity is continuously associated with the physical information environment since this environment is conducive to serendipity encounters (Martin & Quan-Haase, 2013

Impulse Buying Behaviour
Impulsive action is more possible than planned explorations because serendipity information arises through unpredictable and unexpected findings. Since serendipity is an unpredictable situation, it can leave unplanned and sudden consumers to perceive the value of shopping differently from the rational consumer's way (Chung et al., 2017). Consumers who find serendipity information, then the information is interesting and is shocking information for the consumer, this information that is accidentally obtained affects the consumers' emotions.
Consumers unwittingly appear impulsive behaviour that continues the information-seeking activity. This system is situational and surprising and occurs unexpectedly (Joswendo, 2020).
There are previous studies that have proven a

The Moderating Effect of Social Shopping
The sign for the social shopping dimension is that shoppers turn to be socialized when shopping.
They experience the joy of shopping with friends and family and associate with other people. Many consumers love spending time while shopping with family members and friends. Social recognition is also an advantage received through social interaction when people shop together at the same place (Akram et al., 2018). Social shopping successfully has a significant relationship to online impulsive buying behaviour, as mentioned in Ozen and Engizek (2014). Nonetheless, there is only one previous study that has shown that social shopping moderates the significant relationship between scarcity and online impulse buying behaviour.
Also, only one study has proven that social shopping moderates the significant relationship between serendipity information and online impulse buying behaviour in Akram et al. (2018).
Therefore, the following hypothesis can be formed: H3: The relationship between scarcity and online impulse buying behaviour will be stronger when social shopping presents.
H8: The relationship between serendipity information and online impulse buying behaviour will be stronger when social shopping presents.

The Moderating Effect of Adventure Shopping
An emphasis on adventure shopping may be an efficient way to retail strategy to encourage impulsive buying behaviour (Cinjarevic et al., 2011). Customers are looking for products to satisfy their visual desire, but not just products that give consumers sensual desire during the shopping process. The use of computers is also a basis of recreation for some buyers and arouses curiosity. This perceived curiosity factor leads to a sense of adventure that pleases the adventurous feeling of the customer (Akram et al., 2018).
Also, by exploring or discovering some information through website or e-commerce application regarding certain products accidentally, since the previous study has shown that serendipity information increases buyers' experience as stated in Kim et al. (2013) and increases buyers' satisfaction and happiness as stated in Bellotti et al. (2008). Thus, it also motivates someone's impulsive buying behaviour. Adventure shopping has a significant relationship to online impulsive buying behaviour (Ozen & Engizek, 2014). The previous study has proven that adventure shopping moderates the significant relationship between serendipity information and online impulse buying behaviour (Akram et al., (2018).
Therefore, the following hypothesis can be formed: H4: The relationship between scarcity and online impulse buying behaviour will be stronger when adventure shopping presents.
H9: The relationship between serendipity information and online impulse buying behaviour will be stronger when adventure shopping presents.

The Moderating Effect of Value Shopping
Consumers feel very delighted and happy when they obtain a good deal (for instance, discounts or promotions) since they reflect on themselves as smart buyers (Akram et al., 2018

H10:
The relationship between serendipity information and online impulse buying behaviour will be stronger when value shopping presents.

The Moderating Effect of Relaxation Shopping
The satisfaction motivation of shopping encourages shopping to be used as a means of stress relaxation, to improve a negative mood, or just to buy a special treat (Kang & Park-Poaps, 2010 products, it also spurs someone's desire to buy that product higher (Kang & Park-Poaps, 2010).
The previous study (Akram et al., 2018) shows that idea shopping moderates the significant relationship between scarcity and online impulsive buying behaviour. Also, that study has proven that idea shopping moderates the significant relationship between serendipity information and online impulsive buying behaviour. Therefore, the following hypothesis can be formed: H7: The relationship between scarcity and online impulse buying behaviour will be stronger when idea shopping presents.

H12:
The relationship between serendipity information and online impulse buying behaviour will be stronger when idea shopping presents.

Research Model
This model consisting of eight variables including two independent determinants of online impulse buying behaviour which are scarcity and serendipity information. It also moderated by five hedonic shopping values namely, social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping over the factors influencing online impulsive buying behaviour. This model is applied to prove the existence of online impulsive buying behaviour.
The research model will be shown in Figure 1.

Hypotheses Testing
Hypothesis testing is conducted to provide insight into the relationship between each variable (Hair et al., 2017). This study uses PLS-SEM to conduct the hypotheses testing of the research model. The limitation for these hypotheses is  indicates that the model is weak (Hair et al., 2011).

Moderating Effect of Hedonic Values
When the t-value or critical value is above 1.65, and the p-value is below 0.05 thus, the moderating variable is considered as significant, and vice versa. Since the moderator effect has four types: quasi, pure, predictor, and homologous moderator, to determine which one can be formulated by calculating the a2 and a3.
The formula of moderator effect itself is shown as down below.
If the a2 value is not significant and the a3 value is significant, it is called as pure moderator. If both of a2 and a3 are significant, it is called as quasi moderator. If a2 is significant but a3 is not significant, it is called as predictor moderator.   However, the result also shows that social shopping was not found to moderate the relationship between scarcity and impulse buying. This is caused by Shopee provided unsatisfactory services for both sellers and buyers as stated in Ayudhitama and Pujianto (2019).
Buyers must wait a long time to get chat replies from the sellers and if sellers want to update the available stock, their account is often blocked by Shopee itself so that the buyer cannot access their shop and cannot view updated information (Luis, 2020). Also, Purnomo and Riani (2018) mentioned that consumers in Indonesia who shop online have the motivation to avoid social interaction and not deal with the seller directly.
Based on the previous study, 30% of the consumers who buy online ask questions 195 before buying goods (Putri, 2020). Hence, it is concluded that the majority of Indonesian customers don't like to ask questions or make interactions when shopping online.
The problem that arises on behalf of sellers is when they want to update the available stock, their account is often blocked by Shopee itself so that the buyer cannot access their shop and cannot view updated information (Luis, 2020). The Shopee system has not been able to generalize to its sellers, which causes sellers to not be able to provide social shopping value to their buyers, so in return, this does not have an effect on customers for impulsive buying online. Therefore, the variable social shopping given in this study does not successfully moderate the relationship between scarcity and online impulse buying due to the issues presented by Shopee.
Thereafter, the result also indicates that there is a significant relationship between scarcity as well as serendipity information moderated by adventure shopping to online impulse buying.
The result also shows that there is a significant relationship between scarcity as well as serendipity information moderated by value shopping to online impulse buying. The research shows that there is a significant relationship between scarcity as well as serendipity information moderated by relaxation shopping to online impulse buying behaviour. All these hypotheses are supported in previous research by Akram et al. (2018).
Additionally, the relationship between scarcity as well as serendipity information to online impulse buying moderated by idea shopping is not supported in this study. This is happened because if consumers who follow trends or modes are aware online and like to follow trends using the internet, this means they will not make online impulse buying behaviour (Ozen & Engizek, 2014). Besides that, Indonesians who follow the trend themselves are more likely to use Instagram to be able to follow the developing fashion models (Wardani, 2017). Also, this occurs because of the transformation to the digital era 4.0 with all the technological sophistication available, the results in trend-following people likely to turn it into an opportunity. Christian

Theoretical implications
Based on the results of the analysis that has been carried out, this study describes the theoretical implications of the results of this study. First, scarcity, in the form of limited purchase time and the number of products offered, will create a sense of urgency in consumers and encourage consumers to act immediately. Scarcity can also assist in heuristic information processing and shape consumer desirability in agreement. This desire, in turn, can tempt a person to buy immediately (Gwee & Chang, 2013). Urgency is based on limited time availability. Research has exposed that limited-time deals are one of the most often self-reported triggers of online impulsive buying (Moser et al., 2019). Second, serendipity is one of the situational factors that tend to be unexpected and quick, and consumers do not plan for the situation resulting in a new sense of shopping value that links impulsive behavior (Joswendo, 2020). When consumers receive the information accidentally, this information affects their perception because the information is thought to have shopping value.
Furthermore, because this information appeared unintentionally and unplanned, the consumers perceive differently from the usual occasion (Chung et al., 2017).  (Cinjarevic et al., 2011) by exploring or discovering some information through websites or e-commerce applications regarding certain products accidentally (Kim et al., 2013). Furthermore, some people prefer to look for value shopping they will obtain through discounts and special offers with the massive use of daily use websites, and this action can affect consumers' impulse online purchases and unplanned shopping (Akram et al., 2018). The relaxation value achieved when shopping offers opportunities for escape or therapeutic measures that help consumers to feel better (Kang & Park-Poaps, 2010).

Managerial implications
The managerial implication of this research can be stated as follows. Firstly, the study concludes that scarcity positively influences online impulse buying behavior. Given the quantity of goods that are not always available, the seller must be able to meet the needs of each buyer. For example, Shopee must enhance cooperation with retailers or distributors so that it can increase sales on the Shopee site itself. With so many sellers available, there must be many items available to customers.
In addition, the seller must also sell products that are really interested and needed by customers.
Besides, the product quantity mark feature on Shopee must represent the actual quantity of goods available. For instance, if the seller only provides "2 stocks", it should be written according to the quantity available but not "< 10 stocks". Shopee also has to improve its service so This study shows that adventure shopping has a positive relationship with scarcity and serendipity of information on online impulse buying behavior. Adventure shopping is another variable of hedonic values that has an emotional influence on impulsive buying attitudes online. Shopee must provide applications that are as attractive as possible designs for customers so that they can feel their adventurous spirit when making buying and selling transactions. The menu button provided must be absolutely necessary so that customers are not confused when they want to search for products or transactions. An excellent e-commerce application will make buyers feel like they are in their own world and also inspire them to make purchases. Hence, this will increase one's attitude to buy impulsively.
This study determined that value shopping succeeded in moderating the relationship between scarcity and serendipity information on online impulse buying behavior. Value shopping is another variable of hedonic values that gives a direct influence on one's emotionality. Ecommerce, specifically Shopee, must provide promos or incentives to its customers as often as possible. This is done to increase customer loyalty to always obtain a good experience at Shopee. Values, promos, or incentives given to customers must also be fair and not disappoint.
The process of claiming promos and cashback provided by Shopee also must be very responsive and not take a long time because the services provided by customers must be of utmost, because this will affect customer satisfaction and purchasing decisions. Online retails should therefore promote promotions so that they are in line with the reality that is happening so that consumers do not experience bad experiences when shopping at Shopee. This research has two main research limitations.

CONCLUSION
Firstly, this research emphasizes on Shopee website as their platform media to make buying and selling transactions of their products.
Secondly, this study uses non-probability sampling, meaning that each respondent is specially selected to be a research respondent.
The whole population in non-probability sampling do not receive the same opportunity of being respondents in this study. Hence, it can be concluded that the results obtained cannot generalize the entire population of Shopee customers.