Driving Forces of Impulse Buying Behaviour: The Influence on Social Commerce among Youths of Chitwan

Abstract

Social commerce integrates e-commerce and social media such as Facebook, Instagram and Tik Tok allowing users to browse, interact with, and buy products directly within this apps. With the upsurge of the social commerce, impulse buying behaviour-especially among youths has become a common issue. This behaviour often results in issues such as low quality products, unwanted purchases and falling victim to fraud. However, there has been limited research exploring the core emotional triggers, social media influence, ease of using social commerce platforms and promotional strategies factors driving such Behaviour in Chitwan. This study aims to examine the opinions and experiences of youths aging (18-40) years in Chitwan regarding social commerce purchases. It aims to add new insights into what drive impulse buying behaviour in Chitwan, addressing gaps in existing literature on buying behaviour factors. Quantitative approach was employed to collect data on youths’ attitudes and experiences about consumer buying behaviour. Primary data was collected through survey questions distributed among two hundred (N=222) participants. The results anticipates the clear association between the impulse buying behaviour and driving forces of Chitwan youths. The findings could be valuable to marketers, investors and future researchers for a deeper understanding of what influences youth impulse purchase in social commerce.