The Influence of Impulsive Purchase on the Consumption Behaviour in Social Media

As a life-sharing platform, social media has become one of the crucial channels to promote consumption, and shopping behaviour on the platform significantly impacts consumption decisions. The impact of impulse purchases on customers in the context of social media is examined in this article using the multiple linear regression method from the angles of stickiness and mental accounting. Using questionnaires, the study finds that impulse purchases positively affected stickiness and were positively correlated with mental accounting. In addition, stickiness acts as a mediating variable when impulsive consumption affects mental accounting. The study provides insight into how social media platforms and marketers use impulse buying behaviour to increase sales. By encouraging impulse purchases with more quality content, consumers can build a more engaged relationship with the platform and have more of a mental budget to prepare for their next impulse purchase. The study highlights the potential of impulse purchases as a powerful force that can influence consumer behaviour and decision-making processes on social media.