The influence of TikTok on Portuguese consumers' impulsive buying behaviour

Abstract

The rapid evolution of social media has significantly transformed the landscape of consumer behaviour and digital marketing. In this dynamic environment, TikTok has emerged as a relevant player, captivating global audiences with its innovative and engaging approach. This research investigates the influence of TikTok on impulsive purchasing behaviour among Portuguese consumers, aiming to explore the relationship between exposure to TikTok content and impulsive purchases. Furthermore, the study seeks to identify the key factors influencing impulsive buying behaviour within the context of TikTok, as well as explore the potential influence of the utilitarian value of user reviews on TikTok in prompting impulsive purchasing decisions among Portuguese consumers. A comprehensive research methodology, combining primary and secondary data sources, was employed. The study involved an extensive literature review, leading to the formulation of hypotheses, as well as a quantitative survey administered to a diverse sample of 210 consumers who live in Portugal and actively use TikTok. The key findings revealed that while exposure to TikTok content did not directly correlate with impulsive purchases, factors such as Perceived Usefulness and Trend-Driven Content associated with FOMO significantly influence impulsive buying behaviour on TikTok in the Portuguese context. Additionally, the utilitarian value of user reviews on TikTok positively impacts impulsive purchases in Portugal. Thus, this research contributes to fill a notable gap in the existing literature by conducting empirical investigations into the influence of TikTok on impulsive buying behaviour in the specific context of Portugal, which has thus far remained unexplored.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mónica Amâncio da Silva Borges (Supervisor)