Mechanisms of shopper similarity in driving impulsive buying urges

Purpose Grounded in S-O-R and similarity-attraction paradigm, this study examines how perceived shopper similarity enhances shopping enjoyment and ultimately drives impulsive buying through its underlying path mechanism. Design/methodology/approach Using 416 survey responses from real shoppers, this study utilizes PLS-SEM in predicting and explaining the mechanisms among variables. Findings Mediation analyses show that perceived similarity enhances shopping enjoyment only through psychological and especially social comfort. Social comfort is a stronger mediator than psychological comfort, highlighting the vital role of belongingness. Shopping enjoyment increases impulsive buying urges directly. Partial mediation of flow indicates that immersive experiences can intensify impulse tendencies. Originality/value This study provides insights of how perceived shopper similarity triggers positive shopping outcomes – especially impulsive buying – by confirming the pathway mechanism linking similarity to monetary-related behaviour.