Impulsive Buying and Compulsive Buying in Social Commerce: An Integrated Analysis using the Cognitive-Affective-Behavior Model and Theory of Consumption Values with PLS-SEM

The expansion of social commerce on a global scale has been remarkable, and this trend shows no symptoms of abating. Consequently, this market has witnessed an increase in the prevalence of impulsive purchasing. In this context, grounded in the Cognitive-Affective-Behavioral model and the theory of consumption value, the primary objective of this study is to investigate the antecedents of impulsive purchasing and determine whether impulsive purchasing tendencies are associated with the development of compulsive purchasing tendencies within the domain of social commerce. 366 participants whose nationality was Vietnamese and who had engaged in purchasing activities on social commerce platforms like Facebook, TikTok, and Instagram were included in the sample. A significant positive correlation was found between multidimensional perceived value, affective response, and impulsive and compulsive purchasing behaviors. These findings highlight the central role of perceived value in shaping users’ overall value perceptions in social commerce.