The Influence of Hedonic Browsing and Flow Experience of Instagram on Food and Beverages Online Impulsive Buying

Marketers use Instagram as one of the most popular social media platforms to sell their products or
services. Its features have encouraged its consumers to spend time doing hedonic browsing. This online
browsing enables consumers to get a flow experience that makes them buy products and services
impulsively, especially food and beverages. This study is to determine the effects of the hedonic browsing
and flow experience of Instagram on food and beverages to online impulsive buying. The questionnaires
were taken from 160 respondents and analyzed using SPSS and Partial Least Square (PLS). The results
of this study show that hedonic browsing has a positive and significant influence on flow experience.
Flow experience has a positive and significant influence on online impulsive buying. Hedonic browsing
also has a positive and significant influence on online impulsive buying. Finally, flow experience has
mediated the effect of hedonic browsing on the impulsive online buying of food and beverages.