Mayas Publications logo
Buy Books Buy journals

Journal Issues

Back To Archive
Generation Z’s Online Impulsive Buying Behavior in Social Commerce
Manoj Ganesan, Student, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201: P Mayilrajan, Assistant Professor, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 1-10 | First Published: 05 Feb 2024
Full text | Abstract | PDF | References | Request permissions

Abstract

This research project aims to understand and analyze the online impulsive buying behavior of Generation Z in the context of social commerce. Generation Z, the demographic cohort born between the mid-1990s and early 2010s, has distinct characteristics and preferences when it comes to online shopping. The study focuses on identifying the factors that contribute to impulsive buying behavior among Generation Z consumers in the realm of social commerce. Social commerce refers to the integration of social media platforms with e-commerce, enabling users to make purchases directly within their social media environments. With the rise of platforms such as Instagram, Facebook, and Whatsapp, social commerce has gained significant popularity among Generation Z, influencing their purchase decisions. The research methodology employed for this project involves a combination of quantitative and qualitative approaches. A survey questionnaire will be designed and distributed to a sample of Gen Z consumers to gather data on their impulsive buying tendencies, motivations, and the influence of social media on their purchase decisions. The collected data will be analyzed using statistical techniques and thematic analysis to identify patterns, trends, and correlations. The findings of this research will contribute to the existing body of knowledge on Gen Z's online shopping behavior and provide valuable insights for marketers and businesses operating in the realm of social commerce. Understanding the drivers of impulsive buying behavior in this demographic will enable marketers to develop targeted strategies to effectively engage and influence Generation Z consumers, ultimately enhancing their sales and profitability in the social commerce landscape.

References

  1. J. Badgaiyan, A. Verma, and S. Dixit,32,33 Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors’, Journal of Retailing and Consumer Services, 221: 145-157

  2. Abdelsalam, Salim, Alias, & Husain (2020) Understanding Online Impulse Buying Behavior in Social Commerce: A Systematic Literature Review. IEEE Access, 89041–89058. https://doi.org/ 10.1109/ACCESS.2020.2993671

  3. Ajzen & Fishbein, (1980) Understanding attitudes and predicting social behavior.Englewood Cliffs, NJ: Prentice.Hall.

  4. Ajzen, 1991 The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 502, 179-211. http://dx.doi.org/10.1016/0749-59789190020-T

  5. Akram, Hui, Khan, Yan, & Akram (2018) Factors Affecting Online Impulse Buying: Evidence from Chinese Social Commerce Environment. Sustainability, 102, 352. https://doi.org/10.3390/ su10020352

  6. Anderson et al., (2011) Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective. Journal of Retailing and Consumer Services, 215, 773-779.

  7. Balaji K & Dr. Prof. Babu M. Kishore (2016) A Study on the Effect of e- Store Environment and Advertisement on Impulse Buying Behaviour on Consumers at Various Organised Retail Stores in Chittoor and Tirupati Cities of Andhra Pradesh, India”, published by ‘International Journal of Social and Economic Research’, Vol.6, ISSN: 2249-6270.

  8. Belk (1988) Possessions and the extended self. Journal of consumer research, 152, 139-168.

  9. Berry et al, (2002) Cross-cultural psychology: Research and applications. Cambridge University Press.

  10. Bloch et al (2003) Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of consumer research, 294, 551-565.

  11. Brown et al (2003) Buying or browsing? An exploration of shopping orientations and online purchase intention. European Journal of Marketing, 3711/12, 1666-1684.

  12. Chan et al., (2017) The state of online impulse-buying research: A literature analysis. Information Management 54 2: 204–217.

  13. Chan, Cheung, & Lee (2017) ‘The state of online impulse-buying research: A literature analysis’, Information & Management, 542: 204-217.

  14. Chen & Dibb (2010) Consumer trust in the online retail context: Exploring the antecedents and consequences. Psychology & Marketing, 274, 323-346.

  15. Chen & Dibb (2010) Consumer trust in the online retail context: Exploring the antecedents and consequences. Psychology & Marketing, 274, 323-346.