The Spontaneous Buying Behaviours of Consumers in Social Commerce

Abstract

The customer’s preferences, attitudes, and behaviour also changed from time to time. The pandemic has changed customer behaviour in various aspects. Particularly spending their maximum time on social commerce websites and it influences making an order significantly increased. Online shopping has become commonplace with easy payment and delivery options thanks to the internet’s growing adoption. Facebook, Twitter, and Instagram are popular social media platforms; using a social commerce platform to understand customer engagement behaviour. Hence, the present study mainly focused on the spontaneous buying behaviours of consumers in social commerce. The primary data collection process focused on regular and frequent users of Facebook and other social commerce platforms, specifically targeting individuals aged 18 and above. Employing a survey technique, data was gathered from 383 respondents using convenience sampling methods, aiming for accessibility and ease of participation. The data was collected through a well-structured questionnaire designed to capture pertinent insights into the purchasing patterns and demographic profiles of the target audience, ensuring the reliability and validity of the findings. Using a correlation analysis and multiple regression analysis. The findings demonstrate in correlation analysis that there is no significant relationship between the demographic profile of the respondent and the purchasing patterns of customers.

Keywords: COVID Pandemic, Customer Impulsive, Web Experience, Customer Engagement, Social Commerce

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