DIGITAL SPONTANEITY: ANALYZING SOCIAL MEDIA CONSUMPTION PATTERNS AND IMPULSIVE BUYING BEHAVIOR AMONG GEN Z CONSUMERS

Abstract

This study evaluates the behavioral mechanics of digital impulse buying across modern social media environments, focusing specifically on Generation Z consumers. While social platforms aim to enhance user engagement and personalized discovery, Gen Z consumers frequently encounter psychological and platform-driven triggers that lead to unplanned financial expenditures. Utilizing a stratified random sampling methodology, primary data was gathered from 400 active Gen Z social media users across four key platform ecosystems (TikTok, Instagram, YouTube Shorts, and Snapchat). The empirical framework applies a robust four-stage statistical testing architecture: the Chi-Square Test of Independence, Independent Samples $t$-test, One-Way ANOVA, and Multiple Linear Regression. The empirical results reveal substantial disparities in impulsive purchasing behavior, driven primarily by daily screen exposure, platform algorithm personalization, peer validation (FOMO), and embedded dynamic checkout features. While frictionless purchasing mechanisms and targeted influencer campaigns yield high adoption and impulse rates among older Gen Z subgroups with independent income, younger Gen Z demographics face distinct non-monetary exposure risks. The paper concludes with targeted digital literacy measures and interface regulation guidelines designed to foster intentional consumption practices among young digital natives.