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Emotional Control and Social Pressure Drive Gen Z’s Impulsive Online Shopping, Study Finds
A new study by Yan Tamara Rosyida, IGAA Noviekayati, and Dyan Evita Santi from the University of 17 August 1945 Surabaya, published in April 2026, reveals how emotional regulation and social influence shape impulsive buying behavior among Generation Z. The research highlights why young consumers frequently make unplanned online purchases—and how better emotional control could reduce the trend.
Digital Shopping Boom Fuels Impulse Buying
Indonesia’s rapid digital transformation has reshaped how people shop. With e-commerce platforms offering flash sales, free shipping, and personalized recommendations, online shopping has become the default for many—especially Gen Z, a generation raised in the digital era.
Data cited in the study show that Indonesia had nearly 179 million e-commerce users in 2022, with transaction values reaching hundreds of trillions of rupiah. This surge has created a consumer culture where convenience and constant promotions encourage spontaneous purchases.
Among Gen Z, impulsive buying—defined as unplanned, emotion-driven purchasing—has become increasingly common. Factors such as stress, peer influence, and exposure to social media reviews further intensify this behavior.
How the Study Was Conducted
The researchers conducted a quantitative correlational study involving 121 Gen Z participants in Surabaya. Respondents, aged 15 to 28, were selected using non-probability sampling.
Participants completed questionnaires measuring three key variables:
- Emotional regulation (ability to manage emotions)
- Social presence (influence of others in online environments)
- Impulsive buying behavior
The data were analyzed using statistical tests, including regression analysis, to identify relationships between these variables.
Key Findings
The study reveals three major insights:
- Emotional regulation reduces impulsive buyingIndividuals with stronger emotional control are less likely to make spontaneous purchases. Statistical results show a significant negative relationship (t = -3.262; p < 0.01).
- Social presence increases impulsive buyingExposure to reviews, live streams, and interactions with sellers or other buyers encourages quick purchasing decisions. This relationship is strongly positive (t = 4.581; p < 0.01).
- Combined effect is significantEmotional regulation and social presence together significantly influence impulsive buying behavior (F = 12.480; p < 0.01).
In simple terms, Gen Z consumers are more likely to buy impulsively when they feel emotionally overwhelmed and socially influenced online.
Why Emotional Control Matters
The study highlights that impulsive buying often serves as a coping mechanism. When individuals experience stress or negative emotions, they may turn to shopping for temporary relief.
However, this relief is short-lived. Many participants reported regret after making purchases, especially when it affected their finances.
“Individuals with low emotional regulation tend to use impulsive buying as a way to cope with emotional discomfort,” the authors explain, emphasizing the psychological roots of consumer behavior.
The Power of Social Influence
Beyond internal emotions, external factors play a crucial role. Social presence—such as seeing positive reviews, engaging in live shopping, or interacting with sellers—creates a sense of connection and urgency.
This environment can make products feel more trustworthy and desirable, even if the purchase was not planned.
For Gen Z, who are highly connected to social media and digital platforms, this influence is particularly strong. The study notes that features like live streaming, customer testimonials, and real-time interaction significantly increase the likelihood of impulsive purchases.
Real-World Implications
The findings have important implications for multiple sectors:
For consumers (Gen Z):
- Developing emotional awareness can reduce unnecessary spending
- Practices such as journaling emotions or pausing before purchases may help
- Recognizing triggers like stress or boredom is key to better decision-making
For e-commerce platforms:
- Ethical design features could help users avoid impulsive decisions
- Suggested tools include delayed checkout options or purchase reminders
- Platforms could integrate mental well-being features, such as reflective prompts
For policymakers and educators:
- Financial literacy programs should include emotional regulation training
- Awareness campaigns can address the psychological aspects of consumption
A Balanced Digital Marketplace
The study suggests that while e-commerce innovation drives economic growth, it also creates psychological challenges for young consumers. Balancing convenience with responsible consumption is becoming increasingly important.
“Emotional regulation is a crucial factor in controlling impulsive buying behavior,” the researchers note, adding that social environments—both online and offline—must be understood as powerful influences on decision-making.
Author Profiles
- Yan Tamara Rosyida – Bachelor’s degree researcher in psychology, University of 17 August 1945 Surabaya; specializes in consumer behavior and emotional regulation.
- IGAA Noviekayati – Lecturer and researcher in psychology at the University of 17 August 1945 Surabaya; focuses on behavioral psychology and social influence.
- Dyan Evita Santi – Academic researcher in psychology at the same university; expertise in emotional development and decision-making processes.
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