SOCIAL COMMERCE AND ONLINE IMPULSIVE BUYING BEHAVIOUR AMONG STUDENTS IN NIGERIAN TERTIARY INSTITUTIONS
SOCIAL COMMERCE AND ONLINE IMPULSIVE BUYING BEHAVIOUR AMONG STUDENTS IN NIGERIAN TERTIARY INSTITUTIONS

Summary/Abstract: This study empirically examined the role of social commerce on impulsive buying behavior among undergraduate students of the Delta State Polytechnic Ogwashi-Uku. The outlined three main objectives of the study include; evaluating the effect of social-interaction on impulsive buying behavior, determine the effect of hedonic motivation on impulsive buying behavior and examining the role of visual-appeal on impulsive buying behavior. A survey research design was adopted, and structured questionnaires were administered to 336 sample respondents. The obtained data were analyzed using both descriptive and inferential statistical tools. The descriptive statistics comprise of percentages, mean and standard deviation while multiple regression was the inferential statistics used to test the hypotheses. The findings from study indicated that social interaction (online-review), hedonic motivation and visual appeal were all positively and statistically significant towards impulsive buying. The study, thereafter, recommended that Social-commerce websites should engage knowledgeable or on-brand experts to conduct online reviews, discussions and product recommendations, as this will certainly instill confidence based on perceived reviewer credibility and usefulness towards product purchase.

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