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Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users

Due to the rapid growth of the e-commerce market in Malaysia, TikTok has become one of the popular platforms that Malaysian consumers to make online purchases. Consequently, it is very important to delve into the factors driving Malaysian consumers to purchase during the TikTok live streaming. The...

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Main Author: Tan, Hong Qing
Format: Final Year Project / Dissertation / Thesis
Published: 2024
Subjects:
HC Economic History and Conditions
QA76 Computer software
Online Access:http://eprints.utar.edu.my/6716/1/202310%2D45_TAN_HONG_QING_TANG_KIN_LEONG_TAN_HONG_QING.pdf
http://eprints.utar.edu.my/6716/
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spelling my-utar-eprints.67162024-08-19T07:44:54Z Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users Tan, Hong Qing HC Economic History and Conditions QA76 Computer software Due to the rapid growth of the e-commerce market in Malaysia, TikTok has become one of the popular platforms that Malaysian consumers to make online purchases. Consequently, it is very important to delve into the factors driving Malaysian consumers to purchase during the TikTok live streaming. Therefore, the purpose of this study is to examine the antecedents of perceived enjoyment and flow experience in impulsive purchase behavior from the perspective of TikTok users which are attractiveness, expertise, telepresence and interactivity. In addition, this research has collected a total of 388 sets of questionnaires from Malaysian consumers who had previously experienced in purchasing through TikTok live streaming. Besides, this study specifically targets individuals from Generation Z and Y residing in the Klang Valley region. In addition, SMART PLS is being used to test the proposed hypothesis and data analysis. Furthermore, the Stimulus Organism Response (SOR) model was used as a theoretical model in this research to investigate the impact of attractiveness, expertise, telepresence and interactivity on perceived enjoyment and flow experience, ultimately leading consumers to make impulse purchases. Apart from that, the findings of this research showed that variables such as attractiveness and expertise have a positive impact on perceived enjoyment, ultimately driving impulse purchase behavior among consumers. Similarity, the variables like telepresence and interactivity have a significant relationship with flow experience, leading the consumer to make an impulse purchase. Lastly, this study also consists of theoretical implications, managerial implications, limitations and recommendationsfor future research. 2024 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6716/1/202310%2D45_TAN_HONG_QING_TANG_KIN_LEONG_TAN_HONG_QING.pdf Tan, Hong Qing (2024) Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users. Final Year Project, UTAR. http://eprints.utar.edu.my/6716/
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 HC Economic History and Conditions
QA76 Computer software
spellingShingle HC Economic History and Conditions
QA76 Computer software
Tan, Hong Qing
Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
description Due to the rapid growth of the e-commerce market in Malaysia, TikTok has become one of the popular platforms that Malaysian consumers to make online purchases. Consequently, it is very important to delve into the factors driving Malaysian consumers to purchase during the TikTok live streaming. Therefore, the purpose of this study is to examine the antecedents of perceived enjoyment and flow experience in impulsive purchase behavior from the perspective of TikTok users which are attractiveness, expertise, telepresence and interactivity. In addition, this research has collected a total of 388 sets of questionnaires from Malaysian consumers who had previously experienced in purchasing through TikTok live streaming. Besides, this study specifically targets individuals from Generation Z and Y residing in the Klang Valley region. In addition, SMART PLS is being used to test the proposed hypothesis and data analysis. Furthermore, the Stimulus Organism Response (SOR) model was used as a theoretical model in this research to investigate the impact of attractiveness, expertise, telepresence and interactivity on perceived enjoyment and flow experience, ultimately leading consumers to make impulse purchases. Apart from that, the findings of this research showed that variables such as attractiveness and expertise have a positive impact on perceived enjoyment, ultimately driving impulse purchase behavior among consumers. Similarity, the variables like telepresence and interactivity have a significant relationship with flow experience, leading the consumer to make an impulse purchase. Lastly, this study also consists of theoretical implications, managerial implications, limitations and recommendationsfor future research.
format Final Year Project / Dissertation / Thesis
author Tan, Hong Qing
author_facet Tan, Hong Qing
author_sort Tan, Hong Qing
title Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
title_short Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
title_full Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
title_fullStr Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
title_full_unstemmed Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users
title_sort examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during tiktok live streaming: a study from the perspective of tiktok users
publishDate 2024
url http://eprints.utar.edu.my/6716/1/202310%2D45_TAN_HONG_QING_TANG_KIN_LEONG_TAN_HONG_QING.pdf
http://eprints.utar.edu.my/6716/
_version_ 1809054511207022592
score 13.211869

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