Understanding the determinants of impulse buying behavior on TikTok shop livestream shopping among Generation Z in Hanoi

Articles in Press

Document Type : Research Paper

Authors

1 Department of Marketing, Posts and Telecommunications Institute of Technology, Hanoi, Vietnam

2 144 Xuan Thuy, Dich Vong Hau, Cau Giay, Hanoi, Vietnam

3 International School, Vietnam National University, Hanoi, Vietnam

4 Department of E-commerce, Thanglong University, Hanoi, Vietnam

Abstract

This study investigates the influence of TikTok Shop’s livestream shopping on Generation Z consumers’ impulse buying behavior, integrating the Stimulus-Organism-Response (S-O-R) and Uses and Gratifications (U&G) theories. Using an empirical approach, we examine three dimensions—entertainment value, informativeness value, and parasocial interaction—and their impacts on trust and attitudes toward livestreams. Additionally, we explore the direct and indirect effects of perceived product scarcity on impulse buying. Findings reveal that entertainment value and parasocial interaction positively shape trust and attitudes, which in turn drive impulse buying. However, informativeness value has no significant effect on trust or attitudes. Perceived product scarcity directly influences impulse buying without mediating effects through trust or attitudes. This research highlights the critical role of entertainment and parasocial engagement in fostering trust and positive attitudes, while scarcity remains a strong direct driver of unplanned purchases. The study contributes to the growing literature on e-commerce, offering practical insights for optimizing livestream content to enhance consumer engagement and sales.

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Interdisciplinary Journal of Management Studies

Articles in Press, Accepted Manuscript
Available Online from 19 October 2025

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