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

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

Abstract