INVESTIGATING CONSUMERS’ IMPULSIVE BUYING BEHAVIOR IN TIKTOK LIVE STREAMING USING SOR MODEL

Angela, Monica (2024) INVESTIGATING CONSUMERS’ IMPULSIVE BUYING BEHAVIOR IN TIKTOK LIVE STREAMING USING SOR MODEL. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The COVID-19 pandemic has brought a drastic global impact for people across the globe that it became a point of human change and adaptation which influenced consumer behaviour to become more digital oriented. Economic activities that used to bring seller and buyer meet face to face in public places were not allowed during the pandemic, encouraging businesses and consumers to adapt to an online setting of marketplace. Reliance on the Internet for the past few years along with rapid growth of e-commerce has shape a new modern consumer behavior. TikTok as one of the most famous social media platforms has facilitate businesses to sell their product and build connection with consumers through shop and live streaming features within the TikTok application. In this study, author adopted the stimulus- organism-response (SOR) model. The objective of this study is to investigate the influence of social presence and sales promotion (Stimuli) on flow experience (Organism), and how flow experience could influence consumer to conduct an impulsive buying behavior (Response). Research was conducted through an online questionnaire (Google Forms) using a 5-point Likert Scale. Target population consisted of people in Indonesia who had watched TikTok live streaming and purchased products through its live streaming shopping features within the last three months. Through purposive sampling, 215 questionnaires were distributed to respondents. Data analysis was performed using SmartPLS 4 with a partial least squares structural equation modeling (PLS-SEM). The findings of the study indicated that social presence and sales promotion during TikTok live streaming shopping positively and significantly influence flow experience. Flow experience also positively and significantly influence consumers’ impulsive buying behavior within the live streaming.

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