Consumers' Impulse Buying Behavior on Instagram: Examining the Influence of Flow Experiences and Hedonic Browsing on Impulse Buying

In this study, via a survey of Instagram users, the authors examined how hedonic browsing and flow, as intrinsic motivators, have an impact on the cognitive and affective experience of Instagram users and their impulse buying behavior. The survey was conducted on 635 Iranian Instagram users. Data analysis was conducted using structural equation modeling via SmartPLS 3.0. In an estimated structural model, hedonic browsing has a positive effect on flow, whereas flow has a positive effect on cognitive and affective experience shopping. Additionally, cognitive and affective experience have a positive effect on impulse buying. In particular, flow has a direct effect on online impulse buying. Implications for more effective management of the process of securing online customers through the use of cognitive and affective factors conclude the article.