Clicks, Crowds, and Cues: Integrating Theory of Planned Behavior, Herding, and Signaling to Explain Generation Z's Impulsive Buying in Social Commerce

Abstract

Generation Z's increasing engagement in social commerce (s-commerce) and their propensity for impulsive purchases motivated this study. S-commerce platforms, with interactive social features, significantly influence these unplanned buying decisions. This research aimed to investigate factors driving Generation Z's impulsive purchasing in s-commerce by integrating the Theory of Planned Behavior (TPB), herding behavior, and signaling theory. It specifically examined the roles of subjective norms, perceived behavioral control (PBC), fear of missing out (FoMO), online trust, and imitating others. A quantitative approach was adopted, surveying 362 Generation Z s-commerce users. Data were analyzed using Partial Least Squares Structural Equation Modeling. Results showed that subjective norms, PBC, and FoMO positively impacted impulsive purchases. Imitating others mediated the FoMO-impulsive purchase link, and online trust mediated the PBC-impulsive purchase relationship. The study concluded that Generation Z's impulsive buying in s-commerce results from a complex interplay of social pressures, psychological states, and platform-induced trust, highlighting the value of the integrated theoretical framework. This research offers insights for s-commerce platforms and marketers targeting this demographic.