Exploring multifaceted convenience factors in online social commerce: the role of hedonic value in shaping impulse buying behaviour

Purpose This study explored the online convenience factors influencing impulse buying behaviour through customers’ hedonic value. The aim is to provide insights for academics, policymakers, and other stakeholders engaged in the social commerce domain to understand the role each online convenience factor plays in driving impulse buying behaviour through hedonic value in a developing country. Design/methodology/approach The study used a quantitative approach with a random sampling technique to obtain respondents. We collected data using a questionnaire. The study involved 239 valid responses. Structural equation modelling was used for analysis. Findings The study reveals that access, search, evaluation, transaction, and possession/post-possession conveniences significantly impact customers’ hedonic. Hedonic value impacts impulse buying behaviour in an online social commerce setting. Practical implications According to the findings, social commerce companies in developing countries should develop websites and applications that enable access, search, evaluation, transaction, and possession/post-possession convenience, enhancing hedonic value and impulse purchases. Originality/value The study establishes originality by analysing the multifaceted online convenience and impulse buying behaviour through hedonic value in a social commerce environment. Understanding how hedonic value interacts with each online convenience dimension and impulse buying behaviour in a developing country like Uganda contributes significantly to existing literature and practice.