Building on social learning theory, we developed a model to examine how observational learning and reinforcement learning collectively determine online impulsive buying in social commerce. We empirically validated that both social learning processes can ultimately formulate impulsive buying with a mixed-methods approach, including a quantitative field survey and a qualitative semistructured interview in the same research inquiry. Our study contributes to the literature by offering a social learning perspective of online impulsive buying in social commerce. It provides practical guidance toward leveraging social learning strategies for promoting social commerce.

中文翻译：

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社交商务中的在线冲动购买：混合方法研究


基于社会学习理论，我们开发了一个模型来研究观察学习和强化学习如何共同决定社交商务中的在线冲动购买。我们凭经验验证，这两种社会学习过程最终都可以通过混合方法形成冲动购买，包括在同一研究调查中进行定量实地调查和定性半结构化访谈。我们的研究通过提供社交商务中在线冲动购买的社会学习视角，为文献做出了贡献。它为利用社交学习策略促进社交商务提供了实用指导。