Impulse Buying on TikTok Shop: The Roles of Shopping Lifestyle, Hedonic Motivation, and Discounts
DOI:
https://doi.org/10.31603/conference.17650Keywords:
shopping lifestyle, hedonic shopping motivation, discount, impulse buying, TikTok ShopAbstract
The development of TikTok Shop has created a shopping experience that integrates social interaction, entertainment, product trends, and various promotional activities within a single platform. These characteristics may encourage consumers to make spontaneous purchases without prior planning. This study aims to examine the roles of shopping lifestyle, hedonic shopping motivation, and discounts in influencing impulse buying among TikTok Shop users in Magelang Regency, Indonesia. A quantitative approach was employed using a survey method. Data were collected through questionnaires from TikTok Shop users who had previously made unplanned purchases and were selected using purposive sampling. The data were analyzed using multiple linear regression. The findings indicate that shopping lifestyle and hedonic shopping motivation have positive and significant effects on impulse buying. This suggests that consumers who incorporate shopping into their lifestyle and derive pleasure and emotional experiences from shopping are more likely to engage in impulsive purchasing. In contrast, discounts do not significantly influence impulse buying, indicating that price reductions do not necessarily trigger spontaneous purchases among TikTok Shop users. These findings highlight that impulse buying in the TikTok Shop context is shaped not only by promotional stimuli but also by consumers’ lifestyles and internal shopping motivations
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