March 3, 2026SHILAP Revista de lepidopterología0 citationsOpen Access

TikTok Users Impulse Buying Behavior: The Role of Empathy, Perceived Usefulness and Perceived Enjoyment

NTNgo Thi Khue Thu HAHoang Thi Quynh Anh BABui Le Quynh Anh

Key Points

Impulsive buying behavior is influenced by perceived enjoyment and perceived usefulness, leading to a stronger urge to buy.
Empathy plays a significant role in mediating the impact of social media marketing activities on impulse buying behavior.
A survey of 500 TikTok users in Vietnam examines how product attributes affect buying decisions.
Findings imply that businesses should ethically tailor marketing strategies on TikTok to leverage these psychological factors.

Abstract

Introduction/Main Objectives: This research explores the factors influencing impulsive buying behavior of TikTok users. Background Problems While the social commerce landscape of TikTok and consumer behaviors are getting more and more complex, few studies have looked at the effects of multiple factors on Impulsive buying, especially with empathy, perceived enjoyment and perceived usefulness as mediators in social media marketing campaigns. Novelty: This study adopts a comprehensive approach to examining the factors affecting of TikTok users’ impulse buying behavior. Based on the Stimulus-Organism-Response (SOR) theory, this study proposes a comprehensive model to explore the combined effect of empathy, perceived usefulness and perceived enjoyment. Specifically, it combines social media marketing activities (SMMAs), self-reference, and product attributes (variety, visual appeal, price, and information quality) as key stimuli and psychological factors (empathy, perceived usefulness, and perceived enjoyment) as organism mechanisms. This holistic integration provides a comprehensive understanding of how these factors collectively influence impulsive buying behavior, offering a more nuanced and realistic view of the complex decision-making process among TikTok users. Research Methods: A survey among a sample of 500 TikTok users in Vietnam was conducted to test the research hypotheses. Finding/Results: The study suggests the collective influence of SMMAs, Self-Reference and Product Attributes on the Urge to Buy and Impulsive Buying Behavior through Empathy, Perceived Enjoyment and Perceived Usefulness among TikTok users in Vietnam. Noticeably, two elements (i.e., Perceived Usefulness, Perceived Enjoyment) result in stronger Urge to Buy, which subsequently influences Impulsive Buying Behavior. Conclusion: Based on the notable findings, we recommend that businesses should utilize a marketing strategy aimed at for-profit ventures and how to manage businesses on TikTok ethically for governmental oversight.

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