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Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling)

In: Proceedings of the 20th International Symposium on Management (INSYMA 2023)

Author

Listed:
  • Mentari Septynaputri Widodo

Abstract

Live streaming is becoming popular, and many social media vendors have adopted live streaming platforms. Live streaming has led to improve sales performance. In Indonesia, the live stream-selling market in Indonesia or selling via live streaming is growing. Some of them are on the video platform and TikTok social media. Live streaming shopping allows streamers (online sellers) to show the product in live video and show the product’s detail. This makes online channels, including e-commerce and live streaming selling, influence people to behave impulsively. This study aims to examine the influence of sales promotion and FOMO on impulse buying and how impulse buying behavior affects post-purchase dissonance, a study on TikTok live stream-shopping. This study focuses on five variables: Fear of missing out (FOMO), sales promotion, impulse buying, product dissonance, and emotional dissonance. Based on previous research, Fear of missing out and sales promotion influenced impulse buying behavior. While, impulse buying influences someone’s purchase dissonance. The researcher surveyed 115 Indonesian millennial as respondents. The results show that Fear of missing out and sales promotion positively influence impulse buying, and impulse buying positively influences product and emotional dissonance.

Suggested Citation

  • Mentari Septynaputri Widodo, 2024. "Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling)," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 20th International Symposium on Management (INSYMA 2023), pages 377-384, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-244-6_56
    DOI: 10.2991/978-94-6463-244-6_56
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