The rapid development of ubiquitous technologies and mobile devices has made ubiquitous commerce (U-commerce) the next business wave. U-commerce enabled merchants with new opportunities to provide personalized services and novel shopping experiences to customers. Applying affordance theory, this study builds a research model that explains the consumer cognitive assimilation process in U-commerce and explores hedonic and impulsive consumption. This study played the U-commerce video for participants before they answered the questionnaires. The empirical results show that context-aware facilitation and social facilitation contribute equally in explaining cognitive assimilation. Meanwhile, cognitive assimilation significantly influences both hedonic consumption and impulsive consumption. This study sheds light on the two important facilitations derived from the U-commerce environment and also reveals the determinants for two types of interesting purchase behaviors in the U-commerce context.