Nowadays, sellers and buyers are utilizing social platforms, such as mobile instant messaging (WhatsApp, Facebook Messenger, etc.) for online trading/purchase interaction. The present study is conducted to empirically examine the relationship of the intrinsic factors: para-social interaction (PSI), impulse buying tendency (IBT), normative evaluation (NE), positive affect (PA) with the urge to buy impulsively (UB) during the purchase interaction with the sellers on mobile instant messaging. The current study integrates S–O–R and PSI theory to develop the research model. A cross-sectional study was applied by utilizing an online survey with 183 responses that have been collected. The findings indicate that IBT, NE, and PA positively related to Gen-Y consumers’ urge to buy impulsively during the purchase interaction with the sellers on mobile instant messaging. Surprisingly, PSI is not significantly related to UB. However, PSI significantly associated with IBT and PA, respectively.

中文翻译：

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SOR和准社交互动（PSI）在冲动购买中的应用：马来西亚的观点

如今，买卖双方正在利用社交平台，例如移动即时消息（WhatsApp，Facebook Messenger等）进行在线交易/购买交互。进行本研究以实证研究内在因素之间的关系：准社会互动（PSI），冲动购买倾向（IBT），规范性评估（NE），积极影响（PA）与冲动购买的冲动（UB）在与移动即时消息的卖方进行购买互动期间。当前的研究结合了S–O–R和PSI理论来开发研究模型。通过利用在线调查应用了横断面研究，已收集了183个答复。调查结果表明，IBT，NE，和PA积极地与Gen-Y消费者在移动即时消息上与卖家进行购买互动期间的冲动性购买欲望有关。出人意料的是，PSI与UB无关。但是，PSI分别与IBT和PA显着相关。