9. Factors influencing impulsive buying behavior via livestream on TikTok shop among student consumers - a case study of students at the Posts and Telecommunications Institute of Technology

Abstract

The study aims to identify the factors influencing impulsive buying behavior among students at the Posts and Telecommunications Institute of Technology when shopping via livestreams on TikTok Shop. A mixed-method approach was employed, combining both qualitative and quantitative research methods, with a survey conducted among 306 students across all majors in economics, engineering, and communications. The collected data were cleaned and analyzed using SmartPLS 4 software. The results show that flow experience, scarcity, price fit, and visual appeal are the key factors affecting impulsive buying behavior. In contrast, streamer attractiveness, trust, gender, and academic major have no statistically significant impact. These findings help students enhance their awareness of consumer behavior, manage personal finances more effectively, and make smarter purchasing decisions.