Key points are not available for this paper at this time.
The importance of leveraging social media video reviews to influence Generation Z’s emotional states and subsequent impulsive purchase decisions is explored in the context of food reviews of local restaurants on TikTok. To gain an in-depth insight into this, the Stimulus-Organism-Response (SOR) model and the Pleasure-Arousal-Dominance (PAD) theory were combined to explain the proposed research model. Specifically, the study aimed to examine whether characteristics of food review videos on TikTok (content diagnosticity, vicarious expression, source credibility, and creativity) can influence consumers’ three emotional states (pleasure, arousal, and dominance) and thereby drive impulsive dining behavior in local restaurants. The conceptual model and hypotheses were tested using CB-SEM to analyze 767 responses, primarily revealing that while all three emotional states positively influenced impulsive consumption, it was only creativity that enhanced all three states. The findings have significant theoretical and practical implications to food and beverage literature and marketing.
Mahasuweerachai et al. (Sat,) studied this question.