• Login
  • Register
  • Search

Study of the Influencing Factors of Social Media on Sichuan College Students in Online Impulse Purchase Intention

Xu Mao


An impulse or motivation buy is a simple buy, where the choice to purchase an item is made only a moment before the genuine bargain is done. Online retailers are excellent since they can reach clients through social media. Web-based life is one primary factor in all by which a retailer can impact the clients and raise the motivation purchasing. Technology enables the customer to explore items, name them, and reprimand them in level with measure; the sky is the limit. Subsequently, social media platforms have pages on interpersonal organizations to supplement the data held about items, controlled by the buyer's input about things through the influencing factors of perceived reaction, channel trust, and perceived risk to impulsive purchase. The three research objectives are; to investigate the overall situation of online impulse purchase intention of Sichuan college students, to explore the effect of social media channels relating to the influencing factors to impulse purchase of college students, and to suggest the control in impulse purchase intention for college students.


Social Media; College Students; Online Impulse Purchase Intention

Full Text:


Included Database


Chen Y. (2018). Research on online impulse buying behavior in socialized business environments [D]. Wuhan: Huazhong University of Science and Technology. Vol 13, p.22-31.

Mei J. (2017). The impact of online shopping perceived risk on impulsive buying behavior—the moderating effect of brand relationship quality. Journal of Management. Vol 25, p.13-19.

Qin D. (2017). College Students' Personality Traits and Internet Impulsive Buying: The Mediating Role of Self-control. Information and Management Research. Vol 7, p.33-47.

Song Y. (2018). An Empirical Study on the Influence of Information Channels on Consumers' Purchase Intention in Social Business -Taking WeChat Official Account as an Example. Journal of Nanjing Southeast University. Vol 11, p.9-14.

DOI: http://dx.doi.org/10.18686/fm.v7i5.6517