Factors Determining Impulsive Buying Behavior in Social Commerce

The development of social media and electronic commerce led to new phenomena called social commerce. Companies deploying social commerce expects consumers quickly react to their propositions and usually consumer have use social media based websites for entertainment, but not for shopping. In this context such buying behavior tends to be impulsive buying behavior which is not widely analyzed in literature. In this paper we provide overview of impulsive buying behavior online and proposed model of factors affecting impulsive buying behavior in social commerce websites. The proposed model is validated in Lithuania market