The Antecedent Factors Influence Tiktok Live Impulsive Purchase Behavior Application S-O-R Framework: A Case of Young Adults and Senior Consumers
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Abstract
Tiktok live steam shopping is novel form of social commerce popularity toward global consumers. Moreover, impulsive purchase behavior is crucial to understand consumer decision process, deeply consumer insight for sustainable competitive advantage and competitive tools for developments of social media marketing strategies. The purpose of this study is to examine antecedent factors influence of Tiktok live impulsive purchase behavior among young adults and senior consumers. This study based on theoretical of Stimulus-Organism-Response (SOR) paradigm with Mehrabian-Russell model to develop hypotheses and conceptual framework. The various stimuli variables proposed with perceived promotion, price, perceived quality, perceived usefulness, perceived trendlines, perceived interactivity, and perceived enjoyment effected toward customer satisfaction and impulsive purchase behavior. The focus group discussion results designated that perceived promotion, perceived enjoyment and perceived quality were important as key antecedent factors influence overall satisfaction toward Tiktok live impulsive purchase behavior. Additionally, Tiktok live impulsive purchase behavior were different among two groups. For young adult consumers, perceived trendlines, perceived enjoyment, perceived interactivity, perceive promotion and perceived quality was found to be essential factors that enhance satisfaction toward Tiktok impulsive purchase behavior. For senior consumers, in contrast, emphasized perceived price, perceived promotion, perceived quality, perceived usefulness, perceived enjoyment effect toward satisfaction of Tiktok impulsive purchase behavior. The study contributes knowledge to understand consumer insight to understanding of S-O-R theory application in Tiktok live-commerce context, and enriches research antecedent variables of impulsive purchase behavior based on formation mechanism toward managerial implication.
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