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January 1, 2025International Journal of Services Economics and ManagementOpen Access

The impact of TikTok livestream on Gen Z customers impulse buying behaviours: the case of an emerging country

Doan Viet Phuong Nguyen Quoc Quan Manh Huynh Cam Tuyen Le

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Key Points

Investigate how TikTok livestreams affect Gen Z's impulse buying behaviors in an emerging market.
Analyzed consumer interactions during TikTok livestreams
Surveyed Gen Z customers
Examined impulse buying patterns relative to livestream content
Increased impulse buying noted during livestream events
Gen Z customers more likely to purchase during engaging content
Certain product categories showed greater impulse buying rates

Implication

Explores how TikTok livestream influences impulse buying behaviors in Gen Z, suggesting significant marketing implications.

Abstract

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Cite This Study

Nguyen et al. (2025) studied this question.

synapsesocial.com/papers/69df2ba0e4eeef8a2a6b0914 https://doi.org/10.1504/ijsem.2025.10077661

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