Millennials’ Engagement and Impulsive Purchase in Social Commerce in China: Moderating Aspects

Abstract

This research aims to identify the factors influencing Millennials’ engagement and impulsive purchasing behavior in social commerce in China. Using empirical quantitative methods, a structured questionnaire was administered to 412 randomly selected Millennials who are internet users and employed in China. The study established links between Hedonic Motivation and Customer Empowerment with Chinese Millennials’ Impulsive Purchases. Age, gender, and browsing frequency were found to impact impulse purchases. The study contributes an effective business model to enhance profitability for social commerce entrepreneurs and offers guidance for further academic research. These insights can assist small online enterprises in refining strategies for improved revenues. This research suggests that academics should explore the commercial aspects of the field in addition to social aspects, potentially leading to novel business models. However, the study’s findings are limited to Guangzhou, Guangdong Province, due to resource constraints, potentially restricting global applicability. Consequently, researchers are encouraged to expand the geographical scope while maintaining the same environment for a more comprehensive perspective.