Drivers of Gen Z Impulse Buying: Social Network Impulsiveness, Self-Control, and Targeted Advertising
Keywords:
Gen Z, Impulse Buying, Self-Control, Social Network Impulsiveness, Targeted AdvertisingAbstract
This study eamines how social network impulsiveness, self-control, and positive attitudes toward targeted advertising relate to impulse buying among Generation Z, while investigating whether impulse buying tendency moderates these relationships. Building on previous research, particularly, this study extends understanding of how social influences, individual self-regulation, and personalized advertising interact in an emerging digital market. A quantitative survey was conducted among 102 Generation Z consumers aged 18–28 in Greater Jakarta, Indonesia, selected through purposive sampling. Data were collected using an online questionnaire and analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicate that social network impulsiveness and positive attitudes toward targeted advertising are positively associated with impulse buying, whereas self-control shows a significant negative association. Impulse buying tendency also demonstrates a positive direct relationship with impulse buying. Its moderating effect is selective, with significance reported only for the relationship between attitudes toward targeted advertising and impulse buying. These findings suggest that spontaneous purchasing reflects an interplay between social influences, personal self-regulation, and advertising perceptions. The study contributes contextual evidence to digital consumer behavior research and encourages e-commerce businesses and Indonesian micro, small, and medium-sized enterprises to prioritize relevant, transparent, and responsible advertising rather than exploit consumer impulsivity.
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