Proceedings of the 20th International Symposium on Management (INSYMA 2023)

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Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling)

Authors
Mentari Septynaputri Widodo1, *
1Politeknik Ubaya, Surabaya, Indonesia
*Corresponding author. Email: mentariwidodo@staff.ubaya.ac.id
Corresponding Author
Mentari Septynaputri Widodo
Available Online 30 September 2023.
DOI
10.2991/978-94-6463-244-6_56How to use a DOI?
Keywords
Fear of Missing Out; Impulse Buying; Post Purchase Dissonance
Abstract

Live streaming is becoming popular, and many social media vendors have adopted live streaming platforms. Live streaming has led to improve sales performance. In Indonesia, the live stream-selling market in Indonesia or selling via live streaming is growing. Some of them are on the video platform and TikTok social media. Live streaming shopping allows streamers (online sellers) to show the product in live video and show the product’s detail. This makes online channels, including e-commerce and live streaming selling, influence people to behave impulsively. This study aims to examine the influence of sales promotion and FOMO on impulse buying and how impulse buying behavior affects post-purchase dissonance, a study on TikTok live stream-shopping. This study focuses on five variables: Fear of missing out (FOMO), sales promotion, impulse buying, product dissonance, and emotional dissonance. Based on previous research, Fear of missing out and sales promotion influenced impulse buying behavior. While, impulse buying influences someone’s purchase dissonance. The researcher surveyed 115 Indonesian millennial as respondents. The results show that Fear of missing out and sales promotion positively influence impulse buying, and impulse buying positively influences product and emotional dissonance.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 20th International Symposium on Management (INSYMA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2023
ISBN
10.2991/978-94-6463-244-6_56
ISSN
2352-5428
DOI
10.2991/978-94-6463-244-6_56How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Mentari Septynaputri Widodo
PY  - 2023
DA  - 2023/09/30
TI  - Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling)
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 377
EP  - 384
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_56
DO  - 10.2991/978-94-6463-244-6_56
ID  - Widodo2023
ER  -