EXPLORING THE TIKTOK INFLUENCES ON CONSUMER IMPULSIVE PURCHASE BEHAVIOUR

IF 0.7 Q4 BUSINESS

International Journal of Business and Society Pub Date : 2023-04-07 DOI:10.33736/ijbs.5600.2023

None Siew Chein Teo, None Wan Ying Tee, None Tze Wei Liew

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引用次数: 0

Abstract

TikTok is one of the most widely used platforms popular among young adults and teenagers and had over 800 million monthly active users in 2020. TikTok enjoys significant user acquisition growth with a rise in brands appearing on the platform. This study explores how TikTok influences consumer impulse purchase behaviour in Malaysia through the lens of the Stimulus-Organism-Response (S-O-R) model comprising product-related visual appeal and product feasibility (stimuli), perceived enjoyment, and perceived usefulness (Organism), and impulsive purchase intention (Response). SPSS and Smart PLS analysed data per one hundred sixty-nine responses from close-ended questionnaires distributed across online channels. The findings indicate that visual appeal and product feasibility positively influence perceived enjoyment and perceived usefulness. The data affirms the positive effect of perceived enjoyment and perceived usefulness among TikTok users on their impulsive buying behaviour. In addition to theoretical implications and suggestions for broadening the research domain, this paper offers practical recommendations for marketers to leverage TikTok's ability to drive impulsive purchase behaviour.

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探讨抖音对消费者冲动购买行为的影响

抖音是年轻人和青少年中使用最广泛的平台之一，2020年的月活跃用户超过8亿。随着出现在该平台上的品牌数量的增加，TikTok的用户获取增长显著。本研究通过刺激-有机体-反应(S-O-R)模型探讨了TikTok如何影响马来西亚消费者的冲动购买行为，该模型包括与产品相关的视觉吸引力和产品可行性(刺激)、感知享受和感知有用性(有机体)以及冲动购买意愿(反应)。SPSS和Smart PLS分析了通过在线渠道分发的封闭式问卷中每169个回复的数据。结果表明，视觉吸引力和产品可行性正向影响感知享受和感知有用性。数据证实了TikTok用户的感知享受和感知有用性对他们冲动购买行为的积极影响。除了理论意义和拓宽研究领域的建议外，本文还为营销人员提供了实际建议，以利用TikTok驱动冲动购买行为的能力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Business and Society BUSINESS-

CiteScore

1.80

自引率

10.00%

发文量

期刊介绍： International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.