<![CDATA[Purpose – This study aims to examine the influence of visual appeal and portability on the urge to buy impulsively on the Shopee application, with hedonic browsing as a mediating variable among Generation Z users. Design/methodology/approach – This research uses a quantitative explanatory design. A total of 130 Generation Z Shopee users were selected using non-probability judgment sampling. Data were collected through an online questionnaire and analyzed using Partial Least Squares – Structural Equation Modeling (PLS-SEM) with SmartPLS. The analysis included outer model testing, inner model testing, and hypothesis testing. Findings – The results show that hedonic browsing has a positive and significant effect on the urge to buy impulsively. Visual appeal and portability also have a positive and significant effect on hedonic browsing. Additionally, visual appeal directly influences the urge to buy impulsively, and hedonic browsing mediates the relationship between visual appeal and impulsive buying intention. Originality/value – This study highlights the role of hedonic browsing as a key mediating factor in shaping impulsive buying behavior in e-commerce, particularly through application design elements such as visual appeal and portability.]]>
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