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A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment

Abubakar Sadiq Muhammad (Department of Management Information Systems, Cyprus International University, Nicosia, Turkey)
Ibrahim Adeshola (Faculty of Engineering, Computer Engineering Department, Final International University, Kyrenia, Turkey)
Labaran Isiaku (Department of Management Information Systems, Cyprus International University, Nicosia Turkey)

Young Consumers

ISSN: 1747-3616

Article publication date: 14 September 2023

Issue publication date: 2 January 2024

2088

Abstract

Purpose

Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour.

Design/methodology/approach

This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram.

Findings

Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant.

Originality/value

This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.

Keywords

Acknowledgements

The authors would like to extend their sincere appreciation to the School of Applied Sciences at Cyprus International University, with special gratitude to Associate Professor Muesser Nat, the director, for fostering an enabling environment that facilitated the successful execution of this study. Furthermore, the authors would like to express their gratitude to Abdillahi Sheikh Muse for his valuable contributions as the moderator during the focus group sessions.

Citation

Muhammad, A.S., Adeshola, I. and Isiaku, L. (2024), "A mixed study on the “wow” of impulse purchase on Instagram: insights from Gen-Z in a collectivistic environment", Young Consumers, Vol. 25 No. 1, pp. 128-148. https://doi.org/10.1108/YC-04-2023-1728

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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