Determinants of Fast Fashion Purchase Behavior in Social Commerce
Keywords:
Fast Fashion, Social Commerce, FOMO, Influencer Marketing, Impulsive Buying, Consumer BehaviorAbstract
The growth of social commerce and digital platforms has significantly transformed fast fashion consumption behavior. Through platforms such as TikTok, Instagram, and Shopee, consumers are continuously exposed to influencer marketing, live-stream shopping, trend-driven promotions, and interactive digital content that stimulate purchasing behavior. This study aims to explore the major determinants influencing fast fashion purchase behavior in the social commerce era through a conceptual literature review approach. Data were collected from previous studies related to fast fashion, social commerce, consumer behavior, and digital marketing published between 2015 and 2025. The findings indicate that fear of missing out (FOMO), influencer credibility, hedonic shopping motivation, social media engagement, impulsive buying tendency, trend consciousness, and social influence are dominant factors shaping consumers’ fast fashion purchasing behavior. The study highlights that social commerce environments encourage emotionally driven and socially influenced consumption patterns rather than purely functional purchasing decisions. This study contributes to the literature by providing a broader conceptual understanding of fast fashion consumption in contemporary digital marketplaces and offers insights for future research related to digital consumer behavior and social commerce.
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