To buy or not to buy, that is the question : understanding the determinants of the urge to buy impulsively on Instagram Commerce

Purpose: Throughout 2020, especially under the lockdown measures, there was a significant surge in e-commerce and social commerce (s-commerce), with numerous people all over the world adopting and using commerce platforms on social media and other websites to buy desired products and services quickly and easily. Instagram Commerce is a new, cutting-edge social commerce platform. This research aims to explore the positive influence of the measures adopted during summer 2020 on Spanish s-commerce users' urge to buy impulsively. Design/methodology/approach: Drawing on the stimulus–organism–response (S–O–R) theoretical framework, this study postulates and tests a model to help understand the behaviour of Spanish users towards social commerce, specifically Instagram Commerce. To accomplish this purpose, an SEM analysis is performed using a sample of 251 respondents. Findings: Generally speaking, the findings obtained in the present study serve to expand and enhance the scientific literature on one of the latest determinants affecting social networks and online commerce. Originality/value: This research is innovative due to the research background study that is carried out to analyse the urge to buy impulsively.