The Influence of Social Commerce on Impulse Buying Behaviour

Resumen

The integration of social media with e-commerce has engendered social commerce (s-commerce), a movement that utilizes interactive elements such as live streaming, user reviews, and influencer endorsements to transform consumer purchase behavior. Although impulsive purchasing in conventional e-commerce is extensively studied, the distinctive influence of social commerce on spontaneous purchases is little examined. The objective of this research is to analyze the impact of certain s-commerce aspects on impulsive purchase behavior, emphasizing the mediating roles of psychological elements, including Fear of Missing out (FOMO) and hedonic motivation. The methodology included a quantitative survey of 300 active social commerce users, aged 18 to 35, who had recently engaged in impulsive purchases on platforms such as Instagram Shopping, or Facebook Marketplace. The analysis used Structural Equation Modeling (SEM) to examine the associations among s-commerce attributes (live streaming, social proof), psychological mediators (FOMO, hedonic enjoyment), and the propensity for impulsive purchase. These results provide actionable insights for marketers to enhance s-commerce strategies by emphasizing high-engagement elements (e.g., live sales events). The research enhances theoretical comprehension by including social commerce dynamics into the literature on impulsive purchasing.