Impulse buying behavior in livestream on Tiktok platform: Role of streamer attractiveness, social presence and sales promotion
Abstrak
The study employs the SOR model to investigate the influence of information quality, social presence, hedonic browsing, cognitive assimilation, and flow state on the impulse buying behavior of youth in Ho Chi Minh City. The paper follows a quantitative approach through a paper-based survey from 300 students in Ho Chi Minh City. The study used PLS-SEM and SmartPLS 4.0 to analyze the data. The findings of the study clarified that attractiveness of streamer, social presence has impact on cognitive assimilation, social presence, sales promotion has impact on flow state and sales promotion, cognitive assimilation and flow state has impact on impulse buying behavior. The study provides theoretical implications about impulse buying behavior and managerial implications to develop innovative marketing strategies for livestream merchants through understanding customer’s impulse behavior on Titktok’s livestream.
Penulis (8)
University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, District 3, Ho Chi Minh City, Vietnam
Bang Viet Nguyen
Huong Quynh Hoang
University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, District 3, Ho Chi Minh City, Vietnam
Linh Nu Tai Truong
University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, District 3, Ho Chi Minh City, Vietnam
Ngan Thi Bich Nguyen
University of Economics Ho Chi Minh City, 59C Nguyen Dinh Chieu, District 3, Ho Chi Minh City, Vietnam
Format Sitasi
Akses Cepat
- Tahun Terbit
- 2024
- Bahasa
- en
- Total Sitasi
- 1×
- Sumber Database
- CrossRef
- DOI
- 10.32508/stdjelm.v8i2.1363
- Akses
- Terbatas