Online impulsive buying in social commerce: A mixed-methods research

Abstract

Building on social learning theory, we developed a model to examine how observational learning and reinforcement learning collectively determine online impulsive buying in social commerce. We empirically validated that both social learning processes can ultimately formulate impulsive buying with a mixed-methods approach, including a quantitative field survey and a qualitative semistructured interview in the same research inquiry. Our study contributes to the literature by offering a social learning perspective of online impulsive buying in social commerce. It provides practical guidance toward leveraging social learning strategies for promoting social commerce.