A Study on the Influence of Conformity Psychology on Impulsive Purchasing Behaviour in Social Commerce Contexts

The profound development of mobile internet has given rise to the emerging business model of social e-commerce, which deeply integrates social interaction with online shopping, thereby reshaping consumers' decision-making pathways. Within this context, the conformity mentality stemming from group pressure significantly influences individual purchasing decisions, often leading to unplanned impulse purchases. This study focuses on the social e-commerce environment, aiming to explore the operational mechanisms through which different dimensions of conformity (informational conformity and normative conformity) influence impulsive purchasing behaviour. It further examines the mediating effect of perceived value and the moderating role of self-control. By constructing a theoretical model and conducting empirical tests, this research not only contributes to enriching consumer behaviour theory but also provides practical guidance for social e-commerce platforms to optimise marketing strategies and foster rational consumption.​