Journal Press India^®

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This study empirically examines the role of social commerce on impulsive buying behaviour among undergraduate students of the Delta State Polytechnic Ogwashi-Uku. The outlined three main objectives of the study include evaluating the effect of social-interaction on impulsive buying behaviour, determining the effect of hedonic motivation on impulsive buying behaviour and examining the role of visual-appeal on impulsive buying behaviour. A survey research design was adopted and structured questionnaire was administered to 336 sample respondents. The obtained data were analysed using frequency, percentages and means while multiple regression was used to test the hypotheses. The findings from study indicated that social interaction (online-review), hedonic motivation and visual appeal were all positively and statistically significant towards impulsive buying. The study, thereafter, recommends that Social-commerce websites should engage by marketers since it will certainly instil confidence based on perceived reviewer credibility and usefulness towards impulse buying.

Keywords

Social interaction; Hedonic motivation; Visual-appeal; Impulse buying behaviour

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