“You Only Buy What You Love”: Understanding Impulse Buying Among College Students Through Values, Emotion, and Digital Immersion

Impulsive purchasing behavior among university students has gained increased attention in the context of digital consumption settings; however, much of the existing research is product-specific and quantitative, leaving the subjective nuances of this phenomenon underexplored. This study investigates how college students perceive and explain their impulsive purchase behavior across various product categories and platforms, using qualitative data from focus groups (n = 72). By revealing the prevalence of key patterns—interest-aligned, emotional relief, hedonistic lifestyle, social influence, inquisitive reviewer, presentation appeal, and controlled purchase—this research uncovers the underlying identity-affirming practices, internal emotional negotiations, and external sociotechnical cues that shape such behavior. Ultimately, it reframes impulsive buying as a socially embedded, identity-driven act rather than an act of irrationality. These findings advance our understanding of consumer psychology by emphasizing the lived experiences and self-construction processes of young consumers navigating media-saturated, algorithmically curated purchasing environments.