Online impulse buying on TikTok platform: Evidence from Indonesia

Nur Rizqi Febriandika · Alfinna Putri Utami · Afifah Nur Millatina

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

TikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence of this feature encourages the online impulse buying phenomenon on the TikTok platform. This study aims to examine the factors that influence online impulse buying on TikTok in Indonesia through the constructs of brand review, sales promotion, customer satisfaction, religiosity, and brand expectation. This quantitative research uses a questionnaire that is distributed randomly online and collected from 312 respondents in Indonesia. Using structural equation modeling (SEM), data analysis was conducted and hypotheses were examined. The results show that customer satisfaction (β: 0.501) and brand review (β: 0.358) play an important role in increasing brand expectation. At the same time, sales promotion (ρ-value > 0.05) has no impact on brand expectation. This study highlights that religiosity (β: –0.239) and brand expectation (β: –0.510) can reduce online impulse buying behavior. Brand expectation (β: –0.510) is the most dominant variable in reducing online impulse buying behavior on TikTok.

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1951Coefficient Alpha and the Internal Structure of Tests 1988On the Evaluation of Structural Equation Models 2019The impact of e-service quality and customer satisfaction on customer behavior in online shopping 2016The state of online impulse-buying research: A literature analysis 2018Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty 2019Understanding impulse buying in mobile commerce: An investigation into hedonic and utilitarian browsing 2021How social presence influences impulse buying behavior in live streaming commerce? The role of S-O-R theory 2020Defining the determinants of online impulse buying through a shopping process of integrating perceived risk, expectation-confirmation model, and flow theory issues

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