Exploring the Drivers of Impulsive Shopping on TikTok Shop: An SOR Model Perspective

Abstract

Introduction: This study examines the factors influencing impulsive shopping behavior on TikTok Shop among university students in Ho Chi Minh City, Vietnam.

Objectives: Anchored in the Stimulus-Organism-Response (SOR) model, the research integrates additional constructs, including Shopping Addiction, Urge to Buy, and Subjective Norms, to offer a holistic understanding of the drivers and underlying mechanisms of impulsive shopping behavior within the context of social commerce platforms.

Methods: Data were collected through an online survey involving 350 university students in Ho Chi Minh City and analyzed using Smart PLS4.

Results: The findings reveal that Price, Reference Groups, Functional Benefits, Shopping Addiction, Urge to Buy, and Subjective Norms exert significant direct and indirect effects on impulsive shopping behavior on TikTok Shop.

Conclusions: This study extends the SOR model by identifying unique factors shaping impulsive shopping behavior on social commerce platforms, thereby contributing to the existing body of knowledge. The findings have practical implications for businesses and marketers aiming to optimize strategies on social commerce platforms. The study concludes by addressing its limitations and proposing directions for future research.