With the popularization of mobile internet and the diversification of social media platforms

social media has become an indispensable part of people's daily life

and its influence on consumers' purchase behavior is increasingly prominent. Impulse purchase behavior

as a common consumption phenomenon

is closely related to individuals' social media usage habits in the digital age. This paper explores the intrinsic correlation between social media usage habits and impulse purchase behavior from the perspectives of consumer psychology

social influence and platform marketing strategies

analyzes the mechanism of different social media usage characteristics such as usage frequency

usage duration

content preference and interactive behavior on impulse purchase

and discusses the regulatory factors such as individual self-control ability and product type in this relationship. Based on the analysis of existing empirical research results and consumption behavior data

this paper reveals that social media not only creates a consumption scenario that stimulates impulse desire through its unique information dissemination mode and social attributes

but also shapes consumers' purchase decision-making logic through the accumulation of usage habits. The research results can provide a theoretical reference for understanding digital consumption behavior

and also provide practical enlightenment for enterprises to carry out targeted marketing and for consumers to standardize their own consumption behavior.