Peer Influence and Impulsive Buying Among Teenagers in Maldives.

Abstract: The increasing use of online shopping and social media has contributed to a rise in impulsive buying behaviour among teenagers, with peer influence playing a significant role in shaping purchasing decisions. This study examined the relationship between peer influence and impulsive buying behaviour among Maldivian teenagers and determined whether peer influence significantly predicts impulsive buying behaviour. A quantitative cross-sectional research design was employed, and data were collected from 255 teenagers using a structured questionnaire. Data were analysed using descriptive statistics, Pearson's correlation, and simple linear regression. The findings revealed a significant moderate positive relationship between peer influence and impulsive buying behaviour (r = 0.523, p < 0.001). Regression analysis showed that peer influence significantly predicted impulsive buying behaviour (β = 0.523, p < 0.001), explaining 27.4% of the variance (R² = 0.274). These results indicate that teenagers who experience greater peer influence are more likely to make spontaneous and unplanned purchasing decisions. The findings support the Stimulus–Organism–Response (S-O-R) Theory and contribute to the limited literature on adolescent consumer behaviour in the Maldives. The study highlights the importance of promoting financial literacy and awareness of peer influence to encourage responsible purchasing behaviour among teenagers.