Antecedents and consequences of beauty and cosmetic products impulse purchase on Tiktok

Kong, Chi Kei (2024) Antecedents and consequences of beauty and cosmetic products impulse purchase on Tiktok. Final Year Project, UTAR.

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Abstract

Recently, there has been a notable growth of e-commerce, social commerce, and live stream commerce within the industry, thus Malaysian consumers are increasingly searching for beauty and cosmetic products through their social media platforms. This phenomenon has made social media an important player in encouraging impulsive purchasing behavior. Therefore, this research aimed to identify the factors affecting Malaysian consumers ' impulse purchases during live�streaming shopping. With this aim, a sample of 385 Malaysian consumers who had previously experienced live-streaming shopping was collected via a self-created questionnaire using Google Forms. Proposed hypotheses and data analysis were tested using the SMART PLS 4. Besides, the study utilized the Stimulus Organism Response as a theoretical model in this study to investigate how sales promotion, streamer expertise, and interpersonal influence impact consumers’ hedonic and utilitarian browsing, leading them to make impulsive purchasing behavior. The findings in this study revealed that there is a significant relationship between all stimulus factors (i.e. sales promotion, streamer expertise, and interpersonal influence) and organism factors (i.e. hedonic and utilitarian browsing), consequently leading to the response factor which is impulsive purchasing behavior. The findings provided valuable insights to assist marketers and practitioners in developing effective social media marketing strategies to encourage Malaysian consumers’ impulsive purchasing behavior, thereby potentially enhancing the beauty and cosmetic businesses’ profitability and sustainability.

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