Exploring consumers' impulse buying behavior on social commerce platform : The role of parasocial interaction

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

180 Scopus Citations
View graph of relations


Related Research Unit(s)


Original languageEnglish
Pages (from-to)333-347
Journal / PublicationInternational Journal of Information Management
Issue number3
Online published12 Jan 2016
Publication statusPublished - Jun 2016


Social commerce, a recent branch of e-commerce, has made the experience of consumers on social commerce platform (SCP) different from other contexts, as the consumers have social interactions with each other. Growing evidence also shows that consumers on these platforms are prone to impulse buying behavior owing to the social interactions. However, existing research on online impulse buying was limited when illustrating the behavior of consumers on SCPs as social relationship constructs were not included. New theoretical developments are needed in regard to fill the research gap. In this research, parasocial interaction (PSI) theory is introduced in this research to examine the influence of social relationship factors on the formation of impulse buying behavior. An empirical research has been conducted on Mogujie (www.mogujie.com), one of the most popular image-sharing SCPs in China. Results indicate that PSI exerts an impact on impulse buying tendency, the social-relevant features of the SCP determine PSI, and perceived usefulness and PSI both significantly affect perceived enjoyment. In addition, consumers' perceived enjoyment and impulse buying tendencies significantly affect their urge to buy impulsively. The implications, limitations, and discussions are provided.

Research Area(s)

  • Impulse buying tendency, Parasocial interaction, Social commerce platform, Urge to buy impulsively

Citation Format(s)