A Study on the Influence of Conformity Psychology on Impulsive Purchasing Behaviour in Social Commerce Contexts

Haoran Fan

doi:10.62177/apemr.v2i6.1010

Authors

Haoran Fan Yantai Institute of China Agricultural University, China Agricultural University

DOI:

https://doi.org/10.62177/apemr.v2i6.1010

Keywords:

Social E-commerce, Conformity, Impulse Buying, Perceived Value, Self-Control

Abstract

The profound development of mobile internet has given rise to the emerging business model of social e-commerce, which deeply integrates social interaction with online shopping, thereby reshaping consumers' decision-making pathways. Within this context, the conformity mentality stemming from group pressure significantly influences individual purchasing decisions, often leading to unplanned impulse purchases. This study focuses on the social e-commerce environment, aiming to explore the operational mechanisms through which different dimensions of conformity (informational conformity and normative conformity) influence impulsive purchasing behaviour. It further examines the mediating effect of perceived value and the moderating role of self-control. By constructing a theoretical model and conducting empirical tests, this research not only contributes to enriching consumer behaviour theory but also provides practical guidance for social e-commerce platforms to optimise marketing strategies and foster rational consumption.

Downloads

Download data is not yet available.

References

Bei, W. R., & Li, X. G. (2020). A study on conformity consumption among social e-commerce users from a social comparison perspective. China Soft Science, (11), 126–138.

Li, Q., & Gao, L. (2022). The influence of social presence on impulsive purchasing in live-streaming e-commerce contexts: The role of emotional responses and regulatory orientation. Journal of Management Studies, 19(1), 112–121.

Liao, W. H. (2019). A study on factors influencing mobile social e-commerce user purchase behaviour. Research on Business Economics, (15), 85–88.

Sun, Y. B., Wang, D., & Zhao, X. L. (2021). The influence of conformity psychology on consumer purchase intentions in the context of social e-commerce. Forecasting, 40(3), 90–96.

Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.