Nowadays, social commerce has rapidly expanded to diverse industries. One of the items that has expanded rapidly seems a restaurant type of coupons at a social commerce site, which mainly composes of social commerce items. However, research has been rare conducted concerning restaurant products in a social commerce environment. In this respect, the present study suggests a conceptual research model and empirically verified how a new way of business transaction (i.e, social commerce) beyond electronic commerce influences consumers in explaining an impulsive buying behavior in a restaurant context. Important findings are revealed that restaurant consumer’s cognition affect emotion seriously, in addition, the role of enjoyment and urge to buy are critical in a social commerce environment. This study elaborates the theoretical understanding of impulsive buying behavior of restaurant consumers in social commerce context. Also, practically, this research shows how serendipitous information and scarcity message are crucial in social commerce.