Digital Platforms as Behavior-Shaping Systems: Impulsive Buying Among Generation Z

The increasing integration of digital platforms into everyday consumption has transformed the relationship between humans and computational systems. Digital commerce environments no longer function merely as transactional channels but have evolved into technology-mediated ecosystems that influence how users perceive information, evaluate choices, and perform behavioral decisions. This study examines impulsive buying behavior from a human–technology interaction perspective by conceptualizing it as a behavioral outcome shaped by digital system characteristics and user contexts. A quantitative research design was employed using survey data collected from 400 Generation Z users in Jakarta, Indonesia. The research model integrates digital commerce systems, lifestyle orientation, and financial technology usage as explanatory factors of impulsive buying behavior. Data were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the structural relationships among latent constructs and assess the predictive capability of the proposed model. The findings demonstrate that digital commerce systems, financial technology usage, and lifestyle orientation significantly influence impulsive buying behavior. Among these factors, digital commerce systems represent the strongest predictor, indicating that platform usability, information quality, personalization mechanisms, and transaction efficiency play a central role in shaping behavioral responses. The model demonstrates strong explanatory and predictive capability, suggesting that impulsive buying within digital environments emerges not only from individual preferences but also from interactions with computational infrastructures. This study contributes to the Computers and Human Behavior perspective by extending the understanding of digital consumption behavior from an individual-centered explanation toward a socio-technical view. The findings highlight that digital platforms function as behavior-shaping systems where technological design and human agency continuously interact. The study further emphasizes the importance of responsible and human-centered digital design to balance platform efficiency, user experience, and ethical considerations in increasingly data-driven digital economies.