Abstract
The emergence of social media has significantly changed peoples behavior, especially when it comes to luxury goods. This paper explores the psychological and social drivers of online impulse buying of luxury goods, focusing on the role of shopping apps and social media platforms. Emotional factors such as happiness, satisfaction and fear of missing out (FOMO) caused by impulse buying are combined with social influences such as peer following trends and influencer promotion, which further encourage impulse buying. The online world plays an important role, many shopping apps use advanced computing, and social media perfectly combines business and entertainment. Luxury consumption and digital platforms have been widely discussed in recent studies. This behavior is mainly seen in young people and high-income groups, who are particularly sensitive to trends in luxury goods. The study finally emphasizes that as the availability of luxury goods online continues to increase, it will increase the cost of purchase. This study provides insights for marketers to optimize their strategies and can also provide solutions for consumers to make rational purchases.
Published Version
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