Research on the Influence of Social Identity on Impulsive Consumption Behavior

DOI

10.2991/978-94-6463-710-6_23How to use a DOI?

Keywords

social identity; impulsive consumption behavior; social media group influence

Abstract

With the constant change of consumption environment and the popularization of social media, impulsive consumption behavior has become an important issue in the study of modern consumer behavior. Based on the theory of social identity, combined with the relevant theories of psychology and behavioral economics, this paper analyzes how social identity prompts consumers to produce impulse buying behavior through group pressure and social media influence channels. The results show that the stronger an individual’s sense of social identity is, the more likely he is to be influenced by the group behavior pattern, and the more inclined he is to make impulsive consumption decisions. Especially under the influence of social media, consumers tend to ignore rational consumption decisions in the process of pursuing group identity, which leads to the intensification of impulsive consumption behavior.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Teng Yang
AU  - Guofeng Dong
PY  - 2025
DA  - 2025/05/14
TI  - Research on the Influence of Social Identity on Impulsive Consumption Behavior
BT  - Proceedings of the 2025 4th International Conference on Big Data Economy and Digital Management (BDEDM 2025)
PB  - Atlantis Press
SP  - 192
EP  - 198
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-710-6_23
DO  - 10.2991/978-94-6463-710-6_23
ID  - Yang2025
ER  -