Abstract 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.

中文翻译：

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消费者在Instagram上的冲动购买行为：研究流动体验和享乐主义浏览对冲动购买的影响

摘要在这项研究中，作者通过对Instagram用户的调查，研究了享乐性浏览和流量作为内在动机如何对Instagram用户的认知和情感体验以及他们的冲动购买行为产生影响。这项调查是针对635名伊朗Instagram用户进行的。使用结构方程模型通过SmartPLS 3.0进行数据分析。在估计的结构模型中，享乐浏览对流量有积极影响，而流量对认知和情感体验购物有积极影响。此外，认知和情感体验对冲动购买有积极作用。特别是，流量直接影响在线冲动购买。