<p>E-commerce instantly becomes an essential part of commercial transactions nowadays, making many people entering the world of e-commerce for maximizing their sales or to start new businesses. This research is conducted to comprehend the phenomenon happening at Shopee’s traffic of local and international foreign shopping sites decline in Indonesia. The purpose of this research is to construct on the application of the CIFE model to explore the intervariable relationship between scarcity and serendipity information moderated by hedonic values and their influence towards online impulsive buying behavior. Within this study, the independent variables are scarcity and serendipity information. The moderating variables are social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping while the dependent variable of this research is online impulse buying behavior. 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 conclusions. Hence, the result is all the eight hypotheses supported while four other hypotheses are not supported. This study concludes that these hypotheses are showing the relationship between scarcity, serendipity information moderated by social shopping, adventure shopping, value shopping, relaxation shopping and idea shopping towards online impulse buying behavior.</p>