Social Shopping Motivations of Impulsive and Compulsive Buying Behaviors

Purpose: The study aimed to examine the causal relationship between social influencesand impulsive buying behavior & compulsive buying behavior in context of fashionshopping.Methodology/Design: Questionnaire was administered to 372 young consumers. Astructural equation model using AMOS 22 was analyzed utilizing maximum likelihoodmethod.Findings: Informational influences, normative influences, and risk towards fashion,social comparison orientation and social shopping motivations had significantrelationship with impulsive buying. Social risk towards fashion did not encouragesocial shopping motivation and social shopping motivations proved to be significantpredictor of impulsive and compulsive buying.Originality/Value: Study is amongst the very first to investigate social influences ofimpulsive and compulsive buying behavior in a developing economy.Implication: Theoretical and practical implications are discussed along with futurerecommendations.Limitations: This study was limited to university students of one city of Pakistan and tofashion products..