The Role of Parasocial Interaction in Impulse Buying Behavior in Social Commerce Instagram Considering Social Class and Generation

According to the results of recent studies, the reasons for impulse purchases differ between social classes and different generations. Factors affecting impulse buying behavior in the context of parasocial interaction, including related social features, social class and generation, can be used to provide effective marketing strategies to enhance online impulse buying and help buyers control their impulse buying behavior. The present study investigates the effect of parasocial interaction on impulse buying behavior by considering related social features, and moderating role of social class and generation. The statistical population of the study was comprised of people active in Instagram page in the field of fashion. From among whom 474 completed questionnaires were gathered using the available sampling method. Structural equation modeling in SmartPLS software was used to test the hypotheses. The results of the hypothesis tests showed that social features have a positive impact on the parasocial interaction and parasocial interaction has a positive impact on the impulse buying behavior. Social class and generation have a moderating role in the relationship between the parasocial interaction and the impulse buying behavior.