Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users

Tan, Hong Qing (2024) Examining the antecedents of perceived enjoyment and flow experience in impulsive purchases behavior during Tiktok live streaming: a study from the perspective of Tiktok users. Final Year Project, UTAR.

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Abstract

Due to the rapid growth of the e-commerce market in Malaysia, TikTok has become one of the popular platforms that Malaysian consumers to make online purchases. Consequently, it is very important to delve into the factors driving Malaysian consumers to purchase during the TikTok live streaming. Therefore, the purpose of this study is to examine the antecedents of perceived enjoyment and flow experience in impulsive purchase behavior from the perspective of TikTok users which are attractiveness, expertise, telepresence and interactivity. In addition, this research has collected a total of 388 sets of questionnaires from Malaysian consumers who had previously experienced in purchasing through TikTok live streaming. Besides, this study specifically targets individuals from Generation Z and Y residing in the Klang Valley region. In addition, SMART PLS is being used to test the proposed hypothesis and data analysis. Furthermore, the Stimulus Organism Response (SOR) model was used as a theoretical model in this research to investigate the impact of attractiveness, expertise, telepresence and interactivity on perceived enjoyment and flow experience, ultimately leading consumers to make impulse purchases. Apart from that, the findings of this research showed that variables such as attractiveness and expertise have a positive impact on perceived enjoyment, ultimately driving impulse purchase behavior among consumers. Similarity, the variables like telepresence and interactivity have a significant relationship with flow experience, leading the consumer to make an impulse purchase. Lastly, this study also consists of theoretical implications, managerial implications, limitations and recommendationsfor future research.

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