The Influence of Emotional and Situational Factors on Impulsive Purchasing in M-Commerce

The exponential rise of M-commerce platforms is changed consumer buying behavior around the world. Impulsive buying is a behavior based on a spur-of-the-moment and unplanned decision to purchase. It is far higher in digital settings than in real life due to real-time accessibility of goods and services, interface designs focusing on persuasion, and social influence mechanisms. This study attempts to make assessment of the psychological factors that cause an individual to purchase impulsively online and also looks into the subsequent aftermath of buying. Following a mixed-method approach, this research combines statistical survey data with interview findings to reveal the primary psychological constructs comprising hedonic motivations, fear of missing out, emotional triggers, and cognitive overload. These factors correlate highly with the predominance of impulsive buying tendencies and post-purchase recollections, including regret, satisfaction, and dissonance. The study provides vital information for marketers, psychologists, and strategists of digital commerce while also contributing to theory in consumer behavior within the digital commerce arena.