Thư viện Phân hiệu Trường Đại học Ngoại thương tại TP. Hồ Chí Minh

Effects of emotional stimuli during live streaming sessions on the impulsive buying behavior of Generation Z on Tiktok Shop Vietnam

Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026

Mô tả vật lý: 107 p.

Tóm tắt: This study integrates the S-O-R framework and Flow Theory to analyze impulsive buying behavior among Generation Z on TikTok Shop Vietnam, identifying "Shoppertainment"—driven primarily by Entertainment Value—as the key catalyst for consumer immersion. The findings demonstrate that Flow Experience acts as a critical mediator that suspends rational decision-making, effectively compressing the customer journey from engagement to immediate transaction. Furthermore, the research highlights a "double jeopardy" ...

Từ khóa: Trait impulsivity; TikTok Shop; Flow experience; Impulsive buying behavior

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- Thân thiện
- Dublin core
26

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