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A Study on Factors Influencing Impulse Buying Behavior of Generation Z in TikTok Mega Live Sessions

Year: 2025

Type: article

Abstract: The S-O-R model explains how environmental stimuli (S - Stimulus) influence an individual’s emotional and cognitive responses (O - Organism), which subsequently lead to behavioral responses (R - Response). Using this framework, the study examines factors affecting the impulse buying behavior of Vietnamese Generation Z in TikTok Mega Live sessions. The findings indicate that the “Environment” factor (S) has an impact level of 0.803 on the “Organism” factor (O), while the “Organism” factor (O) influences impulse buying behavior (R - Response) with an impact level of 0.597. Based on these results, the study provides recommendations for businesses, KOLs, e-commerce platforms such as TikTok Shop, and Generation Z.

Source: International Journal of Social Science and Economic Research

DOI: 10.46609/ijsser.2025.v10i04.014

Authors: Mai Thi Dung, Le Ngoc Ha My

Language: English

Topic: Consumer Retail Behavior Studies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410411013

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