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

Widodo, Mentari Septynaputri (2023) 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), 15-16 March 2023, Bangkok, Thailand.

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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.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Fear of Missing Out; Impulse Buying; Post Purchase Dissonance
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Polytechnic > Diploma in Marketing
Depositing User:	MENTARI SEPTYANAPUTRI WIDODO
Date Deposited:	05 Aug 2025 05:34
Last Modified:	05 Aug 2025 05:34
URI:	http://repository.ubaya.ac.id/id/eprint/49309

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