Factors affecting the urge of impulsive buying on social commerce Instagram

The increasing number of Instagram users drives the digital retailers to sell their products through Instagram. In Instagram, users can follow other account which then enables them to receive post updates from other account. Consequently, digital retailer can provide stimuli to their followers through their daily post. Therefore, to improve their sales, it is important for retailers to know what factors can influence impulse buying behaviour. This study aims to find those factors which can help digital retailers to improve their sales. This study used quantitative approach with 993 respondents. The data was processed using PLS-SEM in SmartPLS 2.0. We investigated five factors which are visual appeal, variety of product, price attribute, information quality and components of parasocial interaction. From the result, we concluded that all the factors influence the urge to impulse buying on social commerce Instagram.