A large number of group-buying social commerce start-up companies were established and have grown rapidly in China since 2010, such as Meituan(美团), Dazhongdianping(大众点评), Pingduoduo(拼多多), and Taobaojuhuasuan(淘宝聚划算). However, due to the excessive economic competition, the establishment of such new companies obtained declining trend. In this paper, we investigated the effects of three typical characteristics of group-buying social commerce – perceived price discount, word-of-mouth acceptance, and scarcity message pressure on consumer‘s impulse buying tendency and purchase intention, as well as investigated the moderating effect of purchase recommendation intention. We conducted a survey based on the data of Chinese consumers who had group-buying experiences. The results of this study can be summarized as follows: the impulse buying tendency was affected by the perceived price discount, word-of-mouth acceptance, and scarcity message pressure, and then affected the group-buying purchase intention. In addition, the purchase recommendation intention of consumers showed significant negative effect of impulse buying tendency on group-buying purchase intention. The results of this empirical analysis suggested practical and academic implications for establishing more efficient marketing strategies for sustainable development.