Chapterhybrid2023

Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling)

8 citations0/0 files storedAdvances in economics, business and management research/Advances in Economics, Business and Management Research

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

Abstract

Live streaming is becoming popular, and many social media vendors have adopted live streaming platforms.Live streaming has led to improve sales performance.In Indonesia, the live stream-selling market in Indonesia or selling via live streaming is growing.Some of them are on the video platform and Tik-Tok social media.Live streaming shopping allows streamers (online sellers) to show the product in live video and show the product's detail.This makes online channels, including e-commerce and live streaming selling, influence people to behave impulsively.This study aims to examine the influence of sales promotion and FOMO on impulse buying and how impulse buying behavior affects postpurchase dissonance, a study on TikTok live stream-shopping.This study focuses on five variables: Fear of missing out (FOMO), sales promotion, impulse buying, product dissonance, and emotional dissonance.Based on previous research, Fear of missing out and sales promotion influenced impulse buying behavior.While, impulse buying influences someone's purchase dissonance.The researcher surveyed 115 Indonesian millennial as respondents.The results show that Fear of missing out and sales promotion positively influence impulse buying, and impulse buying positively influences product and emotional dissonance.

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2018The role of live streaming in building consumer trust and engagement with social commerce sellers 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective 2018Impulse buying behaviour: an online-offline comparative and the impact of social media 2014Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors 2020Antecedents and consequences of panic buying: The case of COVID‐19 2017The effects of Facebook browsing and usage intensity on impulse purchase in f-commerce 2020‘Fear of missing out’: antecedents and influence on purchase likelihood 2020Understanding the influence of impulse buying toward consumers’ post-purchase dissonance and return intention: an empirical investigation of apparel websites

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