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The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.

In recent years, live shopping has changed consumers' way of shopping and this trend has absolutely no indication of slowing down. Due to the characteristics of live-streaming shopping, impulsive buying action is obvious when consumers join the sessions. Additionally, according to statistics, G...

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Main Author: Chu, Isabel Xin Lyn
Format: Final Year Project / Dissertation / Thesis
Published: 2023
Subjects:
H Social Sciences (General)
HC Economic History and Conditions
Online Access:http://eprints.utar.edu.my/6300/1/202306%2D61_Isabel_Chu_Xin_Lyn_ISABEL_CHU_XIN_LYN.pdf
http://eprints.utar.edu.my/6300/
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spelling my-utar-eprints.63002024-04-07T14:02:32Z The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model. Chu, Isabel Xin Lyn H Social Sciences (General) HC Economic History and Conditions In recent years, live shopping has changed consumers' way of shopping and this trend has absolutely no indication of slowing down. Due to the characteristics of live-streaming shopping, impulsive buying action is obvious when consumers join the sessions. Additionally, according to statistics, Gen Z has performed the most impulse buying. However, studies focusing on Gen Z in such area were minimal. Therefore, the decision of performing impulsive buying among Gen Z is essential for sellers' business growth. The major objective of this paper is to examine the reasons that lead to impulsive buying of Gen Z customers during live stream shopping. This study focuses on sales made during TikTok Live. Four factors were identified through the literature review identified as independent variables, namely, Limited-Quantity Scarcity (LQS), Limited-Time Scarcity (LTS), Visuality (VSL) and Entertainment (ENT) which influence the dependent variable, Impulsive Buying Behaviour (IBB) while their relationship is mediated by Arousal (ARO). This study employs PLS-SEM to analyse the relationship between the variables to assists in making conclusion of the results. From the 430 samples used in this study, it was found that LQS, VSL and ENT have a significant relationship in influencing IBB with full mediation from ARO, while there is no relationship and mediation between LTS, ARO and IBB. The result of this study can be applicable when sellers, especially live-stream sellers are developing a customised strategy that can eventually enhance both sales and profitability. Moreover, the study enables firms to leverage consumer behaviour to gain a strategic edge in the ever-changing environment of the digital world. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6300/1/202306%2D61_Isabel_Chu_Xin_Lyn_ISABEL_CHU_XIN_LYN.pdf Chu, Isabel Xin Lyn (2023) The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model. Final Year Project, UTAR. http://eprints.utar.edu.my/6300/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HC Economic History and Conditions
spellingShingle H Social Sciences (General)
HC Economic History and Conditions
Chu, Isabel Xin Lyn
The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
description In recent years, live shopping has changed consumers' way of shopping and this trend has absolutely no indication of slowing down. Due to the characteristics of live-streaming shopping, impulsive buying action is obvious when consumers join the sessions. Additionally, according to statistics, Gen Z has performed the most impulse buying. However, studies focusing on Gen Z in such area were minimal. Therefore, the decision of performing impulsive buying among Gen Z is essential for sellers' business growth. The major objective of this paper is to examine the reasons that lead to impulsive buying of Gen Z customers during live stream shopping. This study focuses on sales made during TikTok Live. Four factors were identified through the literature review identified as independent variables, namely, Limited-Quantity Scarcity (LQS), Limited-Time Scarcity (LTS), Visuality (VSL) and Entertainment (ENT) which influence the dependent variable, Impulsive Buying Behaviour (IBB) while their relationship is mediated by Arousal (ARO). This study employs PLS-SEM to analyse the relationship between the variables to assists in making conclusion of the results. From the 430 samples used in this study, it was found that LQS, VSL and ENT have a significant relationship in influencing IBB with full mediation from ARO, while there is no relationship and mediation between LTS, ARO and IBB. The result of this study can be applicable when sellers, especially live-stream sellers are developing a customised strategy that can eventually enhance both sales and profitability. Moreover, the study enables firms to leverage consumer behaviour to gain a strategic edge in the ever-changing environment of the digital world.
format Final Year Project / Dissertation / Thesis
author Chu, Isabel Xin Lyn
author_facet Chu, Isabel Xin Lyn
author_sort Chu, Isabel Xin Lyn
title The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
title_short The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
title_full The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
title_fullStr The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
title_full_unstemmed The impulsiveness of gen Z buyers in Tiktok live: a study of the competitive arousal model.
title_sort impulsiveness of gen z buyers in tiktok live: a study of the competitive arousal model.
publishDate 2023
url http://eprints.utar.edu.my/6300/1/202306%2D61_Isabel_Chu_Xin_Lyn_ISABEL_CHU_XIN_LYN.pdf
http://eprints.utar.edu.my/6300/
_version_ 1797547637500542976
score 13.211869

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