Factors affecting online impulse buying on social commerce in Indonesia: The moderation role of perceived financial risk

Abstract

In recent years, social commerce, which combines social and commercial activities, has been considered as a great innovation, one that has been particularly useful during the COVID-19 pandemic, which has affected various sectors. Many social commerce platforms have updated their features to facilitate commercial transaction. Indonesian consumers tend to exhibit impulse buying behavior that is affected by situational factors, such as interpersonal influence, information fit-to-task, visual appeal, portability, and time pressure. This study sought to analyze factors and motivations that influenced online impulse buying. The results indicate that the situational factors differently affected hedonic motivation and utilitarian motivation. Hedonic motivation directly and positively influenced impulse buying. This study also argues that financial risk influenced online impulse buying and mitigated perceived value's role as a motivator