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

Document Type : Research Paper

Authors

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

2 International School, Vietnam National University, Hanoi, Vietnam

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

Abstract

This study investigates the influence of TikTok Shop’s live stream 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, this study examines three dimensions—entertainment value, informativeness value, and parasocial interaction—and their impacts on trust and attitudes toward live streams. Additionally, this study explores 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 live stream content to enhance consumer engagement and sales.

Keywords

Main Subjects

References

Akram, U., Hui, P., Khan, M. K., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 30(1), 235-256. https://doi.org/https://doi.org/10.1108/APJML-04-2017-0073
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Alam, S. S., Masukujjaman, M., Makhbul, Z. K. M., Ali, M. H., Omar, N. A., & Siddik, A. B. (2023). Impulsive hotel consumption intention in live streaming E-commerce settings: Moderating role of impulsive consumption tendency using two-stage SEM. International Journal of Hospitality Management, 115, 103606.
Applebaum, W. (1951). Studying customer behavior in retail stores. Journal of Marketing, 16(2), 172-178. https://doi.org/https://doi.org/10.2307/1247625
Ariffin, S. K., Aun, T. L., & Salamzadeh, Y. (2018). How personal beliefs influence consumer attitude towards online advertising in Malaysia: To trust or not to trust. Global Business & Management Research, 10(1), 30-47.
Bai, X., Aw, E. C.-X., Tan, G. W.-H., & Ooi, K.-B. (2024). Livestreaming as the next frontier of e-commerce: A bibliometric analysis and future research agenda. Electronic commerce research and applications, 101390. https://doi.org/https://doi.org/10.1016/j.elerap.2024.101390
Barata, M. L., & Coelho, P. S. (2021). Music streaming services: Understanding the drivers of customer purchase and intention to recommend. Heliyon, 7(8). https://doi.org/https://doi.org/10.1016/j.heliyon.2021.e07783
Behr, D. (2017). Assessing the use of back translation: the shortcomings of back translation as a quality testing method. International Journal of Social Research Methodology, 20(6), 573-584. https://doi.org/10.1080/13645579.2016.1252188
Billewar, S. R., Jadhav, K., Sriram, V., Arun, D. A., Mohd Abdul, S., Gulati, K., & Bhasin, D. N. K. K. (2022). The rise of 3D E-Commerce: The online shopping gets real with virtual reality and augmented reality during COVID-19. World Journal of Engineering, 19(2), 244-253.
Brici, N., Hodkinson, C., & Sullivan‐Mort, G. (2013). Conceptual differences between adolescent and adult impulse buyers. Young Consumers, 14(3), 258-279. https://doi.org/10.1108/yc-01-2013-00340
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations. https://doi.org/https://doi.org/10.24251/hicss.2019.307
Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management: An International Journal, 28(3), 405-425. https://doi.org/https://doi.org/10.1108/jfmm-03-2023-0082
Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217. https://doi.org/https://doi.org/10.1016/j.im.2016.06.001
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303.  https://doi.org/10.1016/j.tele.2017.12.003 
Chen, C.-C., & Yao, J.-Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and Informatics, 35(5), 1249-1262.  https://doi.org/10.1016/j.tele.2018.02.007 
Chen, W.-K., Chen, C.-W., & Lin, Y.-C. (2023). Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: An empirical investigation of apparel websites. Journal of Ambient Intelligence and Humanized Computing, 1-14.  https://doi.org/10.1007/s12652-020-02333-z 
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.  https://doi.org/10.1002/mar.21001 
Cohen, J. (2013). Statistical power analysis for the behavioral sciences. routledge.
Curras-Perez, R., Ruiz-Mafe, C., & Sanz-Blas, S. (2014). Determinants of user behaviour and recommendation in social networks: An integrative approach from the uses and gratifications perspective. Industrial Management & Data Systems, 114(9), 1477-1498.
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research, 9(4), 266-282. https://doi.org/10.1108/jibr-02-2017-0018
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-21.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177-184.
Febriansyah, F. A., Chalid, C., & Hilmansyach, M. A. (2024). Comparative analysis impulse purchases of millennials and generation Z on the live shopping platform Tiktok. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(3), 664.
Fornell, C., & Larcker, D. (1981). Structural equation models with unobservable and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gaber, H. R., Wright, L. T., & Kooli, K. (2019). Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization. Cogent Business & Management, 6(1), 1618431.
Gong, X., & Jiang, X. (2023). Understanding consumer impulse buying in livestreaming commerce: The product involvement perspective  Frontiers in Psychology, 14, 1104349.
Gupta, L., & Kumar, R. (2022). Influence of social media advertisements on consumer’s buying behaviour: Empirical evidences from India. In Proceedings of the Global Conference on Innovations in Management and Business(GCIMB 2021).
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hair Jr, J., Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage publications.
Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K.,…O’Guinn, T. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47, 532-550.
Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail & Distribution Management, 48(5), 465-483.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 1. https://doi.org/10.1007/s11747-014-0403-8
Hoang Yen, N. T., & Hoang, D. P. (2023). The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms. Cogent Business & Management, 10(1), 2192844.
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50-68.
Horton, D., & Richard Wohl, R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. psychiatry, 19(3), 215-229.
Hsu, L.-C., & Hu, S.-Y. (2024). Antecedents and consequences of the trust transfer effect on social commerce: The moderating role of customer engagement. Current Psychology, 43(5), 4040-4061.
Hwang  K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
Kang, K., Lu, J., Guo, L., & Li, W. (2021). The dynamic effect of interactivity on customer engagement behavior through tie strength: Evidence from live streaming commerce platforms. International Journal of Information Management, 56, 102251.
Katz, E. (1974). The uses and gratifications approach to mass communication. Sage Pubns.
Khoi, N. H., Le, A. N.-H., & Dong, P. N. (2023). A moderating–mediating model of the urge to buy impulsively in social commerce live-streaming. Electronic Commerce Research and Applications, 60, 101286.
Ki, C.-W. C., Chenn, A., Chong, S. M., & Cho, E. (2024). Is livestream shopping conceptually New? a comparative literature review of livestream shopping and TV home shopping research. Journal of Business Research, 174, 114504.
Kim, J.-H., Kim, M., Park, M., & Yoo, J. (2023). Immersive interactive technologies and virtual shopping experiences: Differences in consumer perceptions between augmented reality (AR) and virtual reality (VR). Telematics and Informatics, 77, 101936.
Ko, H.-C. (2024). Factors affecting continued purchase intention in live streaming shopping: Parasocial relationships and shared communication networks. Behaviour & Information Technology, 43(11), 2488-2510.
Kristi, G., & Aruan, D. (2023). Factors Affecting Online Impulse Buying Behavior of Fashion Products on Live: Instagram Vs Tiktok. Indonesian Interdisciplinary Journal of Sharia Economics, 6(3), 2163-2185. https://doi.org/10.31538/iijse.v6i3.3157
Lee, C.-H., & Chen, C.-W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241.
Lee, E.-B., Lee, S.-G., & Yang, C.-G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011-1036.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
Li, L., Chen, X., & Zhu, P. (2024). How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective. Journal of Retailing and Consumer Services, 76, 103587.
Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K. (2004). Is eCommerce boundary-less? Effects of individualism–collectivism and uncertainty avoidance on Internet shopping. Journal of International Business Studies, 35, 545-559.
Lim, W. M. (2024). A typology of validity: Content, face, convergent, discriminant, nomological and predictive validity. Journal of Trade Science, 12(3), 155-179.
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, 1-17. https://doi.org/10.1016/j.tele.2021.101562
McQuail, D., & Van Cuilenburg, J. J. (1983). Diversity as a media policy goal: A strategy for evaluative research and a Netherlands case study. Gazette (Leiden, Netherlands), 31(3), 145-162.
Mehrabian, A. R., J.A. . (1974). An approach to environmental psychology. The MIT Press.
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300-320.
Mittal, S., Sondhi, N., & Chawla, D. (2018). Process of impulse buying: A qualitative exploration. Global Business Review, 19(1), 131-146.
Mosunmola, A., Adegbuyi, O., Kehinde, O., Agboola, M., & Olokundun, M. (2019). Percieved value dimensions on online shopping intention: The role of trust and culture. Academy of Strategic Management Journal, 18(1), 1-20.
Nasir, V. A., Keserel, A. C., Surgit, O. E., & Nalbant, M. (2021). Segmenting consumers based on social media advertising perceptions: How does purchase intention differ across segments? Telematics and Informatics, 64, 101687.
Nguyen-Viet, B., Hoang, Q. H., Truong, N. T. L., & Nguyen, T. B. N. (2024). Impulse buying behavior in livestream on TikTok platform: Role of Information quality, social presence and hedonic browsing. In M. Pagac, J. Hajnys, T. Kozior, H.-S. Nguyen, V. D. Nguyen, & A. Nag (Eds.), From smart city to smart factory for sustainable future: Conceptual framework, scenarios, and multidiscipline perspectives. Cham.
Nguyen-Viet, B., & Nguyen, A. T. L. (2024). Vietnamese consumer's perspective on green beauty care products: Exploring the impact of animal welfare concerns and skepticism toward green advertising. Acta Psychol (Amst), 244, 104210. https://doi.org/10.1016/j.actpsy.2024.104210
Nguyen, T. H., & Nguyen, T. D. (2024). Trust and buying intent on social media platforms in Vietnam. Middle East Journal of Applied Science & Technology, 07(02), 93-107. https://doi.org/10.46431/mejast.2024.7209
Nguyen, T. M. N., Le, B. N., Leenders, M. A., & Poolsawat, P. (2024). Food vloggers and their content: understanding pathways to consumer impact and purchase intentions. Journal of Trade Science, 12(2), 117-133.
Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer's urge to buy impulsively. Information Systems Research, 20(1), 60-78.
Pratesi, F., Hu, L., Rialti, R., Zollo, L., & Faraoni, M. (2021). Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study. Italian Journal of Marketing, 2021, 227-247.
Qu, Y., Khan, J., Su, Y., Tong, J., & Zhao, S. (2023). Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision. Journal of Retailing and Consumer Services, 75. https://doi.org/10.1016/j.jretconser.2023.103534
Quỳnh, P. T. T., & Hương, T. T. (2022). Technology habits of generation Z in VietNam. Journal of Science and Technology on Information and Communications, 2(1-2), 14-26.
Rizomyliotis, I., Lin, C. L., Konstantoulaki, K., & Phan, T. (2024). TikTok short video marketing and Gen Z’s purchase intention: evidence from the cosmetics industry in Singapore. Journal of Asia Business Studies.
Rouibah, K., Lowry, P. B., & Hwang, Y. (2016). The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country. Electronic Commerce Research and Applications, 19, 33-43. https://doi.org/10.1016/j.elerap.2016.07.001
Ruggiero, T. E. (2000). Uses and gratifications theory in the 21st century. Mass Communication & Society, 3(1), 3-37.
Saadeghvaziri, F., Dehdashti, Z., & Reza Kheyrkhah Askarabad, M. (2013). Web advertising: Assessing beliefs, attitudes, purchase intention and behavioral responses. Journal of Economic and Administrative Sciences, 29(2), 99-112.
Sanjaya, M., & Berlianto, M. P. (2024). The role of tiktok live shopping streamer in repurchase decision and impulsive purchase behavior. Enrichment: Journal of Management, 14(3), 334-343. https://doi.org/10.35335/enrichment.v14i3.1944
Sari, P. N., & Karsono, L. D. P. (2023). Factors affecting customer's purchase decision while shopping on Tiktok live: Impulsive buying as a moderator. RELEVANCE: Journal of Management and Business, 6(1), 23-51.
Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial least squares structural equation modeling. In Handbook of Market Research (pp. 587-632). Springer.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Sokolova, K., & Perez, C. (2021). You follow fitness influencers on YouTube. But do you actually exercise? How parasocial relationships, and watching fitness influencers, relate to intentions to exercise. Journal of Retailing and Consumer Services, 58, 102276.
Song, H. G., Kim, Y.-S., & Hwang, E. (2023). How attitude and para-social interaction influence purchase intentions of Mukbang users: A mixed-method study. Behavioral Sciences, 13(3), 214.
Statista. (2024a). Leading platforms for listening to music among Generation Z in Vietnam as of 4th quarter of 2023. Statista. https://www.statista.com/statistics/1229596/vietnam-leading-apps-to-stream-music-among-gen-z/
Statista. (2024b). Revenue of TikTok Shop Vietnam in 1st quarter 2024, by product category. https://www.statista.com/statistics/1421334/tiktok-shop-vietnam-revenue-by-sector/
Sun, Y., & Bao, Z. (2023). Live streaming commerce: A compulsive buying perspective. Management Decision, 61(11), 3278-3294. https://doi.org/10.1108/md-10-2022-1461
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886.
Tong, J. H. (2017). A study on the effect of web live broadcast on consumers’ willingness to purchase. Open Journal of Business and Management, 5, 280-289. https://doi.org/10.4236/ojbm.2017.52025
Tsao, W.-Y. (2013). Application of expectation confirmation theory to consumers’ impulsive purchase behavior for products promoted by showgirls in exhibits. Journal of Promotion Management, 19(3), 283-298.
Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information & Management, 48(8), 320-327.
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok famous: strategies for global brands to engage consumers in an emerging market. Journal of International Marketing, 31(1), 106-123.
Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131.
We Are Social & Meltwater. (2025). Digital 2025: Global overview report. DataReportal. https://datareportal.com/reports/digital-2025-global-overview-report
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283.
Xiang, L., Zheng, X., Lee, M. K., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333-347.
Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
Yoon, C. (2009). The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China. Information & Management, 46(5), 294-301.
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The impact of scarcity on consumers’ impulse buying based on the SOR theory. Frontiers in Psychology, 13, 792419.
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan Sharif, S. (2021). The impact of scarcity of medical protective products on Chinese consumers’ impulsive purchasing during the COVID-19 epidemic in China. Sustainability, 13(17), 9749.
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267.
 
Interdisciplinary Journal of Management Studies
Volume 19, Issue 3
July 2026
Pages 653-668

Files

Share

How to cite

Statistics