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Investigate how TikTok livestreams affect Gen Z's impulse buying behaviors in an emerging market.

April 15, 2026Open Access

The impact of TikTok livestream on Gen Z customers impulse buying behaviours: the case of an emerging country

Key Points

Investigate how TikTok livestreams affect Gen Z's impulse buying behaviors in an emerging market.
Analyzed consumer interactions during TikTok livestreams
Surveyed Gen Z customers
Examined impulse buying patterns relative to livestream content
Increased impulse buying noted during livestream events
Gen Z customers more likely to purchase during engaging content
Certain product categories showed greater impulse buying rates

Abstract

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Authors

Doan Viet Phuong Nguyen

Quoc Quan Manh

Huynh Cam Tuyen Le

Journals

International Journal of Services Economics and Management

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The impact of TikTok livestream on Gen Z customers impulse buying behaviours: the case of an emerging country

Key Points

Abstract

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Discussion

Authors

Journals

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References and Citations

Citation Network

Connected Papers

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