Factor Influencing Impulsive Buying Behavior in TikTok Live Broadcasts Among Young Consumers in Guangxi Province, China
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Abstract
This study aimed to investigate the factors influencing unplanned purchasing behavior during TikTok live streaming among Chinese adolescent consumers. A quantitative research design was employed, and the sample consisted of 385 Chinese adolescents, determined using Cochran’s (1963) formula with a 95% confidence level and a 0.05 margin of error. The participants were selected through accidental sampling from adolescents residing in Guangxi Province who met the inclusion criteria: being 15–25 years old, having watched TikTok live broadcasts, and having purchased products from live commerce at least once. Data were collected using a questionnaire and analyzed using descriptive statistics, including frequency, percentage, and standard deviation.
The findings revealed that the factors influencing impulsive buying behavior among adolescent consumers were at a high level. These factors included hedonic browsing (= 3.97), information quality (= 3.96), content quality (= 3.95), streamer interaction (= 3.93), emotional response (= 3.92), social presence (= 3.91), and emotional engagement (= 3.89). The results indicate that enjoyment, information quality, and the interactive atmosphere of live streaming are key elements that strongly influence impulsive purchasing decisions among adolescents on the TikTok platform.
The study further demonstrates that emotional mechanisms and participatory experiences within live streaming play critical roles in persuading viewers, while high-quality content and clear information enhance credibility and reduce decision-making risk. From a digital marketing strategy perspective, the results highlight that sellers and brands can enhance the effectiveness of live commerce by designing emotionally engaging experiences, compelling storytelling, real-time interaction, and reliable information delivery. This research also contributes to the broader understanding of digital consumer behavior by emphasizing the significant roles of emotional and social interaction factors in shaping adolescents’ purchasing behavior in the rapidly growing digital economy.
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