Examining The Direct and Indirect Effects of Social Media Advertising Benefits on Impulse Buying Behavior Through Privacy Concern Among Generation Z Consumers
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Abstract
This quantitative research investigates the influence of social media advertising benefits on impulse buying behavior among Generation Z consumers, with privacy concern incorporated as a mediating construct. Data were obtained through a structured self-administered questionnaire distributed via online snowball sampling, yielding 461 valid responses. Structural equation modeling (SEM) was employed to examine the hypothesized relationships, and the measurement model demonstrated an excellent fit (CMIN/DF = 1.243, CFI = 0.999, RMSEA = 0.023). The results reveal that advertising benefits exert a significant positive direct effect on impulse buying (β = 0.228, p < 0.001) and a significant positive effect on privacy concern (β = 0.111, p = 0.020). Conversely, privacy concern negatively influences impulse buying (β = −0.155, p < 0.001). The indirect effect mediated by privacy concern is slightly negative, indicating partial mediation. Overall, the findings highlight that the affective appeal of social media advertising enhances spontaneous purchasing tendencies, whereas heightened privacy awareness introduces cognitive restraint, thereby mitigating impulsive purchase behaviors.
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