This study aims to analyze the influence of social media marketing, influencer endorsements, and price discounts on impulsive purchases with trust as a mediating variable in Bohe Bali perfume consumers. This study uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to Bohe Bali consumers and analyzed using the Partial Least Square (PLS) method. The results showed that social media marketing did not have a significant direct effect on impulsive purchases, but had a positive and significant effect on trust. Conversely, influencer endorsements and price discounts were proven to have a positive and significant direct effect on impulsive purchases. Price discounts were the variable with the strongest direct effect in encouraging impulsive purchases. Furthermore, influencer endorsements and price discounts did not have a significant effect on trust. The test results also showed that trust had a positive and significant effect on impulsive purchases. In testing the mediation effect, trust was proven to fully mediate the influence of social media marketing on impulsive purchases. However, trust was unable to mediate the influence of influencer endorsements and price discounts on impulsive purchases. These findings indicate that social media marketing works through building trust, while influencer endorsements and price discounts encourage impulse purchases through emotional mechanisms and price urgency. The conclusion of this study shows that trust is a key factor in bridging digital marketing strategies with impulse buying behavior, especially for perfume products that are experience goods. Therefore, Bohe Bali needs to balance short-term promotional strategies with efforts to build consumer trust sustainably.

The beauty and personal care market in Indonesia has shown significant growth, driven by social media and continuous product innovation that aligns closely with consumer needs and aspirations. This study aims to analyze the determinants of impulsive buying behavior in the Indonesian beauty industry, focusing on the impact of influencer content quality and the moderating role of Fear of Missing Out (FoMO). Using the Elaboration Likelihood Model (ELM) as a theoretical framework, the study examines the influence of factors such as lifestyle-focused appearance, financial capacity, brand confidence, and impulsive buying tendencies. The analysis reveals that impulsive buying tendencies and FoMO significantly influence impulsive buying behavior. However, the findings indicate that the quality of influencer content, brand trust, and financial capacity do not significantly impact impulsive buying in the Indonesian beauty market. Overall, the study highlights the important role of emotional and psychological stimuli in unplanned purchase decision-making.

The rapid integration of digital and interactive technologies in brick-and-mortar retail has completely changed visual merchandising from a static display function to a dynamic, experience-based strategy. This research examines the effects of technology-enabled visual merchandising on impulse purchase behaviour in supermarkets, specifically focusing on how visual engagement and emotional arousal act as mediating variables. Using the Stimulus Organism Response (S-O-R) theoretical framework, we conceptualised technology-enabled visual merchandising as the environmental stimulus, visual engagement and emotional arousal as organismic states, and impulse purchase behaviour as the behavioural response. We used quantitative cross-sectional research, collecting data from 400 supermarket consumers in five major cities in Tamil Nadu, India. We employed Structural Equation Modelling (SEM) using SPSS and AMOS to test the hypothesised relationships and mediation effects. The findings indicate that technology-enabled visual merchandising increases visual engagement, which then positively impacts emotional arousal. Emotional arousal is found to be a strong predictor of impulse purchase behaviour. However, technology-enabled visual merchandising does not have a direct effect on either emotional arousal or impulse purchase behaviour; thus, visual engagement and emotional arousal fully mediate the sequential effects between technology-enabled visual merchandising and impulse purchase behaviour.

The paper discusses how discounting via social media impacts impulsive purchase behavior and brand loyalty among generation Z consumers, based on the statistical analysis of the data involving 353 participants, flash sales and promotional codes mostly produce new transactions but they develop the relationships between the consumers and the brand on a transactional, price-sensitive scale, rather than a lasting affective one. One interesting observation establishes social evidence especially through influencer recommendation as the dominant force behind brand trust at temporary promotional stages. The factual data indicate that discounting alone cannot serve to maintain long term retention but rather companies need to introduce plausible social evidence to move consumers away towards short term reactions and long-term compliance. These are the findings that give strategic advice to marketers working in the competitive social commerce environment.

This study aims to analyze the influence of bandwagon effect, viral marketing, and hedonic motivation on impulsive buying behavior of skincare products on TikTok Shop. This study uses a quantitative approach with a survey method of 100 respondents in Pekanbaru City who meet the criteria: actively using TikTok for at least 1 hour per day, having purchased skincare products from TikTok Shop, and being exposed to viral content or live streaming promotions. Data were analyzed using multiple linear regression. The results indicated that the bandwagon effect has a positive and significant effect on impulsiveness; viral marketing has a positive and significant effect on impulsive buying; hedonic motivation has a positive and significant effect on impulsive buying; and the three variables simultaneously have a significant effect on impulsiveness. The study’s results must be interpreted cautiously because online data collection via Google Forms may cause self-selection and non-response bias, limiting representativeness among Pekanbaru TikTok Shop users. Future research should expand the population and location beyond Pekanbaru to improve generalizability and adopt mixed methods by combining quantitative and qualitative approaches to gain more profound insights into consumer psychology and motivation.

This research seeks to examine how live streaming and promotional sales affect impulsive purchases by Shopee users in Semarang City. Employing a quantitative strategy through a survey, the research engaged 96 participants who were frequent Shopee users and had made impulse buys. The analysis was conducted using PLS-SEM with the SmartPLS software. The findings indicated that live streaming positively and significantly influenced impulse buying (O = 0.428; t = 3.181; p = 0.001), and sales promotions also had a notable and affirmative impact (O = 0.378; t = 2.757; p = 0.006). Together, these two independent factors accounted for 59.6% of the differences in impulse buying behaviour (R² = 0.596). These results emphasize that the quality of live streaming and the efficiency of sales promotions provided by Shopee are crucial in stimulating impulsive purchasing among consumers in today's digital marketing landscape. In addition, interactive content, real-time communication, and attractive promotional incentives appear to strengthen emotional engagement and urgency, encouraging spontaneous purchasing decisions. Therefore, optimizing live streaming features and promotional strategies can be considered an effective approach for e-commerce platforms to enhance consumer responsiveness and drive sales performance.

TikTok has rapidly become one of the most influential short video platforms worldwide, especially among young adults. Its algorithm-driven content delivery and emotionally engaging media environment have created new pathways for psychological influence and consumer persuasion. This study investigates how TikTok's short videos shape users' engagement patterns and impulse buying behavior. Drawing on Uses and Gratification Theory and Social Learning Theory, the research proposes an integrated framework linking emotional involvement, observational learning, motivational engagement, and impulsive consumption. This study adopted a quantitative research approach, consisting of a quantitative survey of more than 150 TikTok users aged over 18. Correlational and regression analyses of the survey data revealed that emotional gratification and social learning are significant predictors of impulse buying. The findings highlight the convergence of entertainment and commerce within short video platforms and contribute to a deeper understanding of media psychology in digital consumption contexts.

This study aims to analyze the effect of Hedonic Shopping Value on Impulse Buying with Shopping Lifestyle as a mediating variable among Shopee users in North Kalimantan Province. The research background is the growing prevalence of impulsive purchasing behavior in e-commerce, driven by hedonic shopping experiences, interactive digital platform features, and changes in consumer lifestyles. This study employs a quantitative approach, using a survey of 150 Shopee users across regencies and cities in North Kalimantan. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both direct and indirect relationships among variables. The results show that Hedonic Shopping Value has no significant direct effect on Impulse Buying but does have a positive and significant effect on Shopping Lifestyle. Furthermore, Shopping Lifestyle has a significant positive effect on Impulse Buying and fully mediates the relationship between Hedonic Shopping Value and Impulse Buying. These findings indicate that momentary emotional stimuli do not merely drive impulsive buying behavior; they are also strongly influenced by consumers’ shopping lifestyles shaped within the e-commerce ecosystem. Theoretically, this study contributes to the development of digital consumer behavior literature. At the same time, it offers practical implications for e-commerce platforms in designing hedonic shopping experiences that foster sustainable shopping lifestyles.

To systematically study how trendy toy brands trigger and promote consumers' impulsive purchasing behavior, this research takes the phenomenal IPLABUBU as a case, adopts a cross-platform and multi-source qualitative data collection method, and deeply analyzes consumers' psychological motivations and behavioral performances under multiple dimensions such as emotion, social interaction, and collection. By sorting out user comments, graphic sharing, and media reports on platforms including Xiaohongshu, Zhihu, Douyin, Weibo, and news websites, combined with existing literature theories, this study constructs a comprehensive analytical framework. The research finds that the influencing mechanisms of impulsive consumption induced by trendy toy brands can be mainly summarized into three categories: Design Preference and Emotional Value; Playability and Social Attributes; Collectibility and Global Popularity. Each category of mechanism is supported by specific cases and real consumer feedback. This study not only theoretically reveals the formation path of irrational decision-making in trendy toy consumption behavior and makes up for the lack of empirical research in this field, but also practically provides consumers with reference dimensions to identify and reflect on their own impulsive consumption tendencies, and offers enlightenment for brand owners' marketing strategies and market management. Future research can further extend to the perspectives of corporate marketing strategies and regulatory policies to form a more comprehensive understanding.

Technological innovations in online travel agencies: How chatbots and blockchain influence tourists' impulse buying behavior.

This study explores how Shopee PayLater users' perceptions regarding the usability and potential risks of BNPL to their impulse buying behavior. A quantitative research design was applied using a survey approach, in which data were collected through questionnaires distributed to Shopee PayLater users. The analysis was carried out with SPSS, revealing that Perceived Ease of Use plays an important role on impulse buying behavior. This means that when Shopee PayLater is easy to understand and use, the consumers are more likely to make purchases without prior planning. In addition, Perceived Risk also has a significant effect on impulse buying behavior. This finding indicates that perceived risk does not always prevent consumers from making impulsive purchases in a buy now, pay later system. Overall, the findings confirm that Perceived Ease of Use together with Perceived Risk affect impulse buying behavior. This suggests that impulse buying among Shopee PayLater users is influenced by both the simplicity of the payment system and consumers’ perceptions of risk

Factors affecting impulse buying behavior in the context of E-commerce live streaming.

The emergence of socially interactive shopping platforms in the era of online shopping has given a boost to online impulse purchases. However, little research has been conducted on the psychological processes underlying this phenomenon. This study investigates how perceived social presence (SP) (stimulus) influences impulse buying behaviour (IB) (response) through two mediators: flow experience (FE) and consumer trust (CT) (organism), guided by the stimulus–organism-response (S-O-R) model. In addition, the study examines how two important situational factors—time and availability of money—modify the relationship between FE and IB. A structured online survey collected information from 565 Indian online shoppers. The results show that perceived SP significantly increases customer trust and the FE, positively impacting IB. Statistical evidence for the mediating roles of FE and CT was significant. This study’s proposed dual-path mediation model can contribute to the growing literature on e-commerce impulse purchasing. Practical recommendations are made for online companies to optimize consumers’ engagement, build trust, and strategically induce impulse purchasing.

Live streaming has emerged as a crucial sales channel, attracting millions of viewers and generating significant revenue for brands and sellers. This study explores consumers’ impulsive buying behavior on the Shopee Live platform in Vietnam, employing the stimulus-organism-response framework. The study was conducted in two phases. First, qualitative data were collected through focus group discussions with ten active viewers who make frequent purchases on Shopee Live, providing useful insights into consumer experiences and perspectives. Subsequently, a quantitative study was conducted with 509 eligible participants who were carefully selected to ensure a representative sample of a broader customer base. The collected data were analyzed using SmartPLS 3 software. The study emphasizes the impact of factors such as flash sales and parasocial interaction on emotional arousal, perceived enjoyment, impulsive buying tendencies, and actual impulsive buying behavior. The findings illustrate how the live stream shopping environment can drive consumers’ impulsive buying behavior. We conclude that factors such as flash sales and the degree of parasocial interaction not only enhance perceived enjoyment, but also generate strong emotional arousal, leading to unplanned purchase decisions by customers.

Background: The fashion industry in Indonesia continues to grow, including in Aceh, where rising consumer interest in fashion products has been accompanied by an increase in impulse buying behavior. Understanding the factors that drive this behavior is important to explain why Aceh represents a relevant research context.Purpose: This study aims to examine the effects of fashion involvement and hedonic shopping value on impulse buying decisions, with positive emotions as a mediating variable.Design/Method/Approach: This study employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 152 respondents in Aceh using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS software.Findings/Results: The results indicate that fashion involvement and hedonic shopping values have positive effects on impulse buying. Positive emotions significantly mediate both relationships.Conclusion: The findings suggest that fashion marketers should design strategies that stimulate positive emotions to encourage impulse purchases. Such strategies are expected to be particularly effective among consumers with higher levels of fashion involvement, who tend to exhibit stronger purchasing tendencies.Originality/Value (State of the Art): This study contributes to the literature on consumer behavior in the fashion sector by highlighting the mediating role of positive emotions in impulse buying behavior. It also offers practical insights for marketers in developing more effective promotional strategies. Keywords: fashion involvement, hedonic shopping value, impulse buying, positive emotions, fashion marketers

The rapid growth of e-commerce and instant payment systems has increased the tendency for online impulsive buying, particularly among young workers who are vulnerable to work-related stress and intensive digital promotions. This study aimed to examine the effectiveness of Micro-Intervention Mindfulness in reducing online impulsive buying behavior among young workers who actively use e-commerce platforms. A quantitative approach with a one-group pre-test–post-test design was employed. The participants consisted of six young workers aged 22–30 years who met the criteria of active e-commerce use and showed tendencies toward impulsive buying. The intervention was conducted through four sessions of micro-intervention mindfulness focusing on enhancing awareness and attention toward impulsive urges. Data were collected using the Impulse Buying Tendency Scale and analyzed using the Shapiro–Wilk normality test and paired sample t-test. The results revealed a significant difference between pretest and posttest scores (t = −14.861; p < 0.001), indicating a reduction in impulsive buying behavior after the intervention. These findings suggest that Micro-Intervention Mindfulness is effective in improving self-regulation and promoting more mindful and adaptive consumption behavior among young workers in the digital era.

This study aims to examine and analyze the influence of external stimuli and social presence on online impulsive buying behavior among Generation Z in Banjarmasin City, with browsing activity as a mediating variable. The development of the digital ecosystem has shifted Generation Z's consumption patterns, making them more reactive to visual and social stimuli, often leading to unplanned shopping decisions. This research method uses a quantitative approach. Primary data was obtained through the distribution of online questionnaires via Google Forms to 150 Generation Z respondents in Banjarmasin City aged between 16 and 29 years. The data analysis technique applied was Structural Equation Modeling – Partial Least Squares (SEM-PLS) with the help of SmartPLS or AMOS software. The analysis stages include evaluation of the measurement model ( outer model ) to test validity and reliability, as well as evaluation of the structural model ( inner model ) to test the hypothesis. The results of the study indicate that external stimuli, presented through the utilitarian and hedonic values of online reviews, have a positive and significant influence on browsing activity . Similarly, the social presence variable formed by the elements of interactivity, vividness , and media richness, is proven to significantly trigger an increase in browsing intensity on e-commerce platforms . A crucial finding in this study is that browsing activity is proven to mediate the relationship between external stimuli and social presence on online impulsive buying behavior. Theoretically, intensive browsing activity triggers self-control fatigue ( ego depletion ), which ultimately weakens consumers' cognitive inhibitions and encourages the satisfaction of hedonic motives through impulsive buying. Practically, this research offers implications for e-commerce players to strengthen the quality of review content and deliver immersive visual experiences to increase consumer engagement. Furthermore, these findings serve as a reminder for consumers to be more conscious about regulating the duration of product exploration to avoid excessive consumer behavior.

Social media has significantly impacted modern human life, including encouraging online impulse purchases. Studies show that there are various variables that drive consumers to purchase impulsively. Some literature reviews regarding impulsive buying have been conducted extensively. However, the literature reviews study impulsive buying in a general context, not focusing on online buying as the effect of social media use. To fill in the gap, this study aims to analyze the variables driving consumers to buy impulsively as the effect of social media use. A systematic literature review was then conducted by collecting open-access articles from ScienceDirect and Proquest. The articles went through some sorting to adjust the topic discussion. As a result, there are several factors affecting impulsive buying behavior. Moreover, the qualitative approach enriched the findings especially for luxurious product consumers.

This study examines the effects of Social Media Marketing, Influencer Marketing, and Fear of Missing Out (FOMO) on impulsive buying of lifestyle products among Generation Z in Yogyakarta. A quantitative survey approach was employed, involving 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that Social Media Marketing and FOMO have positive and significant effects on impulsive buying, while Influencer Marketing also shows a significant influence. These findings highlight the important role of digital marketing strategies and psychological factors in shaping impulsive purchasing behavior among Generation Z. The study provides insights for lifestyle product businesses in developing effective social media, influencer, and FOMO-based marketing strategies, and offers a foundation for future research on impulsive buying behavior in the context of digital marketing.

This study aims to analyze the mechanism of impulsive buying among Generation Z on TikTok Shop through the influence of social influence and economic benefit, with arousal and pleasure as mediators, based on the Stimulus–Organism–Response (SOR) framework. This study used a quantitative approach with a survey method of 200 Generation Z respondents who are TikTok Shop users. The data analysis technique used was Structural Equation Modeling–Partial Least Square (SEM-PLS). The results showed that social influence and economic benefit had a positive and significant effect on impulsive buying. In addition, both variables also had a significant effect on arousal and pleasure. However, the test results showed that arousal did not have a significant effect on impulsive buying, while pleasure proved to have a positive and significant effect. These findings indicate that impulsive buying behavior among Generation Z on TikTok Shop is more dominantly influenced by positive emotions in the form of feelings of happiness and satisfaction (pleasure) than emotional arousal (arousal). This study provides theoretical contributions in the development of the SOR model in the context of social commerce, as well as practical implications for business actors in designing more effective digital marketing strategies.