The Scroll Effect: Examining the Drivers of Gen Z’s Impulse Buying Behavior on TikTok
DOI:
https://doi.org/10.59890/ijetr.v4i3.13Keywords:
Impulse Buying Behavior, Utilitarian Value, Urge to Buy Impulsively, Gen Z, TikTokAbstract
This study examines the effects of utilitarian value, co-promotion, urge to buy impulsively, and perceived similarity on impulse buying behavior among Gen Z TikTok users in Makassar, Indonesia. Data were collected from 183 respondents using purposive sampling and analyzed using PLS-SEM. The results show that utilitarian value (β = 0.210, p = 0.004) and urge to buy impulsively (β = 0.620, p < 0.001) significantly influenced impulse buying behavior, while co-promotion and perceived similarity had no significant direct effects. The model explained 63.4% of the variance in impulse buying behavior. These findings highlight that functional shopping value and, particularly, consumers’ immediate purchasing urges are more directly associated with impulse buying than social engagement factors in the TikTok shopping environment.
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