Online impulse buying on TikTok platform: Evidence from Indonesia
نویسندگان
چکیده
TikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence this feature online impulse buying phenomenon on platform. This study aims examine factors influence in Indonesia through constructs brand review, sales promotion, customer satisfaction, religiosity, expectation. quantitative research uses a questionnaire is distributed randomly collected from 312 respondents Indonesia. Using structural equation modeling (SEM), data analysis was conducted hypotheses were examined. results show satisfaction (β: 0.501) review 0.358) play important role increasing At same time, promotion (ρ-value > 0.05) has no impact highlights religiosity –0.239) expectation –0.510) can reduce behavior. Brand most dominant variable reducing behavior TikTok.
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ژورنال
عنوان ژورنال: Innovative marketing
سال: 2023
ISSN: ['1814-2427', '1816-6326']
DOI: https://doi.org/10.21511/im.19(3).2023.17