Impulse Buying Behavior in Livestream on TikTok Platform: Role of Information Quality, Social Presence and Hedonic Browsing

The study employs the SOR model to investigate the influence of information quality, social presence, hedonic browsing, cognitive assimilation, and flow state on the impulse buying behavior of youth in Ho Chi Minh City. The paper follows a quantitative approach through a paper-based survey from 300 students in Ho Chi Minh City. The study used PLS-SEM and Smart PLS 4.0 to analyze the data. The findings of the study clarified that information quality, social presence has impact on cognitive assimilation, social presence, hedonic browsing has impact on flow state and hedonic browsing, cognitive assimilation and flow state has impact on impulse buying behavior. The study provides theoretical implications about impulse buying behavior and managerial implications to develop innovative marketing strategies for livestream merchants through understanding customer’s impulse behavior on TikTok’s livestream.