Theoretical Perspective of Millennials’ Impulsive Purchase in Social Commerce in China

Abstract

This study delves into the theoretical underpinnings driving impulsive purchasing behavior within the realm of social commerce among Chinese Millennials. The outcomes of this research not only provide valuable insights for refining strategies to boost profitability for entrepreneurs in the social commerce domain but also offer a guiding framework for future scholarly explorations. These insights can be particularly valuable for small-scale online enterprises, aiding them in honing strategies to enhance revenue streams. Notably, this study calls for a dual focus on both commercial and social dimensions within the field, potentially paving the way for innovative business models. It is important to acknowledge that the findings primarily pertain to China, owing to resource constraints, which could potentially limit their global generalizability. As such, researchers are encouraged to broaden the geographical scope while retaining a similar contextual setting to attain a more comprehensive and holistic perspective.