Factors affecting the fashion-oriented impulse buying behavior on TikTok Live in Vietnam
Published: July 24, 2026
Abstract
This study explored the factors affecting the fashion-oriented impulse buying behavior on TikTok Live of people aged between 18 and 35 years old in Vietnam. The qualitative research method was employed to evaluate the research model based on a questionnaire. 289 customers aged between 18 and 35 who had had experience with impulse buying on TikTok Live were surveyed. The collected data was processed and analyzed with SPSS 26.0. The study found that there are six key determinants of impulse buying behavior amongst the young generation on TikTok Live, including scarcity messaging, hedonic shopping motivation, visual appeal, social interaction, trust, and customer education. Based on these results, some managerial implications and solutions were proposed to help businesses enhance sales performance, increase revenue, and profit by leveraging the impulsive buying behavior of young consumers to develop online shopping practices.
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