THE IMPACT OF PEER PRESSURE, PRICE DISCOUNTS AND ELECTRONIC WORD OF MOUTH ON ONLINE IMPULSE BUYING AMONGST COLLEGE STUDENTS IN MALAYSIA: A CONCEPTUAL PAPER

This article gives a conceptual insight into the various dimensions of impulse buying behaviour from the perspective of young adults in Malaysia. The variables examined in this study are primarily electronic word-of-mouth (eWOM), price discounts, and peer pressure, and how these determinants will affect the impulse buying of college students via an online atmosphere. College students are consumers that often use social media, and their presence online needs to be looked into more vehemently to understand the various dynamic towards their behaviour as consumers. Malaysia is having a boom in social commerce and most college students as young adults are often making purchases online as it is seen to be more convenient to them. The relevance towards social media and peer pressure often makes these consumers an interesting group of subjects to be studied. The variables studied, namely peer pressure, price discounts and eWOM seem to be manipulating current young buyers into purchasing products in an impulsive manner, especially through social media.