In the online shopping environment, customers make impulse purchases more out of being free from time and space constraints and exposed to various external marketing stimuli, rather than planning and making judgments before shopping. In general, impulse buying is considered negatively in that consumers make unplanned purchases due to sudden emotions that are difficult to control under the influence of various marketing stimuli from companies. However, consumers do not choose products or service based on rational judgment, but pursue the pleasure of purchasing and want a marketing experience that stimulates the senses and can emotionally communicate in the process. Experience gives more meaning than function. There are many situations in which pleasure is pursued through the value recognized by consumer experience, which is one of the common consumer behaviors in online shopping. In particular, most consumers who have experienced impulse buying are more likely to experience positive emotions while shopping than the functional value of the product itself.However, although impulse buying behavior is the dominant consumer behavior paradigm in the online shopping environment, the research on online impulse buying behavior mainly focuses on website factors, marketing factors, consumer factors and contextual factors. Therefore, this study applied the Stimulus-Organism-Response (SOR) model to understand the role of social interaction in consumers' online impulse buying process. First, we thought and explored online reviews, product descriptions, and observational learning based on the social interaction perspective of online shopping. Second, we explored how social interaction factors of online shopping affect consumers' cognitive and emotional experience. Third, we investigate whether consumers' cognitive experience leads to emotional experience. Fourth, we explore and empirically analyze how consumers' emotional experience affects the urge to buy impulsively that makes them feel the desire or will be an impulse purchase. Fifth, the effect of the urge to buy impulsively on impulse buying behavior is explored and empirically analyzed. Sixth, it is assumed that the influence of emotional experience on the urge to buy impulsively may vary depending on the consumer's consumption tendency. Therefore, we would wish to compare the path sizes of the two consumption tendencies (individualism and collectivism).The results revealed in the empirical analysis and verification of the hypotheses presented in this study are summarised as follows.First, among social interaction factors of online shopping, it was found that online reviews and product descriptions affect consumers' cognitive experience, and product descriptions and observational learning affect consumers' emotional experience. Second, the cognitive experience of consumers was found to have a positive effect on the emotional experience. Third, the emotional experience of consumers was found to have an effect on the urge to buy impulsively by making them feel pleasure and the desire to buy. Fourth, the urge to buy impulsively was found to have a positive effect on impulse buying behavior. Fifth, as a result of examining the moderating effect of consumer's individualism/collectivist consumption tendency type on the effect of emotional experience on the urge to buy impulsively, the effect of emotional experience on the urge to buy impulsively was slightly different depending on consumers' consumption tendency. However, there was no statistically significant moderating effect.Accordingly, the results of this study suggest several implications.First, the social interaction factor of online shopping can be recognized as one of the ways to establish differentiated characteristics and competitive services. Second, with the success of online commerce, many companies and individual sellers are gradually entering the online environment to retain more consumers and gain market share. In this situation, it means that corporate-level efforts are needed so that online reviews, product descriptions, and observational learning can emotionally communicate through consumer experience, purchase products, and build relationships.