Impulsive buying behavior

: the influence of watching short videos online and the perception of products displayed in them

Abstract

This is a time where most of the online content is focused on being direct, short and fast, existing a tremendous rise of short videos online as a form of communication, being present in most social media platforms such as TikTok, and via Instagram Reels and YouTube Shorts. Even though a lot of research has been made about impulsive buying behavior, the knowledge about the relationship between this type of behavior and the visioning ofshort videos online is reduced, as well as concerning the perception of products displayed in videos in the influence of this type of behavior. Therefore, a quantitative method of data collection was utilized through the formulation and distribution of a survey online, to study the existing relationship between this purchasing behavior and the consumption of short videos online. The results confirmed that an increase in time spent watching short videos lead to an increase in impulsive buying behavior. This rise is also verified when the products are perceived as reliable. Additionally, the level of interaction between the average time watching short videos online, the age and the household income, separately, was more noticeable in younger individuals and in the ones with higher values of household income.

Date of Award	4 Jul 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)