Moderating role of cultural values on the relationship among hedonism, materialism, and impulse buying: A conceptual framework

This paper aimed to situate the hedonism-materialism-impulse buying relationship within the theoretical frameworks of the theory of regulatory focus and the theory of social influence. Drawing from these two theories, this paper adopted the theory-building process to build a moderated mediational model that explained the mediated effect of materialism in the hedonism - impulse buying relationship. This paper also explored theoretically the moderating roles of individualism/collectivism among the constructs of hedonism, materialism, and impulse buying. This paper has contributed to the research discourse on impulse buying by showing the explanatory mechanism of a mediated moderated model.