<![CDATA[The rapid expansion of e-commerce has transformed fashion consumption and created new opportunities for consumers to engage in unplanned purchasing. This study examines the effects of hedonic motivation and shopping lifestyle on impulse buying and investigates the mediating role of positive emotions among consumers purchasing fashion products through e-commerce in Indonesia. A quantitative causal research design was employed using data from 140 respondents selected through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that hedonic motivation has a positive and significant effect on impulse buying and positive emotions. Shopping lifestyle also has a positive and significant effect on both impulse buying and positive emotions. Furthermore, positive emotions significantly increase impulse buying and represent the strongest direct relationship in the structural model. The mediation analysis confirms that positive emotions significantly mediate the relationships between hedonic motivation and impulse buying and between shopping lifestyle and impulse buying. The model explains 56.3% of the variance in impulse buying. These findings indicate that impulse buying in fashion e-commerce is shaped not only by consumers’ shopping orientations but also by their emotional experiences. The study highlights the importance of integrating motivational, lifestyle, and affective factors to understand spontaneous purchasing behavior in digital fashion consumption.]]>
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