The Influence of Social Media on Impulsive Buying Decision Behavior Among Female Consumers in The Pre-Retirement and Retirement Age Groups in Thailand
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Abstract
This study examines how social media influences impulsive buying decision behavior among pre-retirement and retired female consumers in Thailand. It focuses on the effects of promotion factors, emotional factors, and urge to buy impulsively on impulsive buying decision behavior. A quantitative approach was employed, with data collected from 125 female respondents using structured questionnaires administered both offline and online. The sample size was determined using Yamane (1967), and convenience sampling was applied. Data were analyzed using descriptive statistics and multiple regression analysis.
Most respondents were aged 50-59, held a bachelor’s degree, and had a monthly income of 15,001-30,000 baht. The results indicate that the influence of influencers, limited-quantity scarcity, online visual merchandising, and flash sales significantly affect impulsive buying decision behavior. emotional factors, including both positive and negative emotions, as well as self-control, were also found to play important roles. In addition, urge to buy impulsively factors-namely, cognitive impulse and intolerance of uncertainty-significantly contribute to impulsive buying decision behavior.
Mean scores ranged from 3.060 to 3.928, indicating a moderate to strong level of influence. Regression analysis showed that positive emotions had the strongest significant effect ( = .376, p = .000), followed by cognitive impulse (
= .248, p = .007) and self-control (
= .215, p = .014).
Overall, promotion, emotional, and urge to buy impulsively factors significantly influence impulsive buying decision behavior. The findings provide practical implications for marketers in developing effective strategies through emotional engagement and psychological triggers, while contributing to consumer behavior literature in digital contexts.
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