Scholarlink

<p>As TikTok increasingly functions as a search and discovery platform, Generation Z is turning to it not only for entertainment but also for product information that influences their purchasing decisions. Despite this shift in digital behavior, limited research has examined how TikTok’s information features drive impulse buying, particularly among deal-prone consumers. This study addresses this gap by integrating the Information Adoption Model (IAM) and the Elaboration Likelihood Model (ELM) to examine how information quality, credibility, and quantity influence perceived usefulness and information adoption, and how deal proneness moderates the link between adoption and impulse buying. Data were collected through an online survey of 300 Gen Z users in Ho Chi Minh City and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that information quality and credibility significantly enhance perceived usefulness, which in turn drives information adoption and leads to impulse purchases. Deal proneness strengthens the relationship between information adoption and impulse buying, while information quantity does not have a significant effect. These findings provide empirical support for applying IAM and ELM in a short-form video context and highlight the importance of credible, relevant, and promotional content in influencing Gen Z’s purchasing behavior. Marketers are encouraged to design TikTok content strategies that blend informational value with persuasive cues to effectively target deal-prone consumers.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

The new search engine? Unpacking impulsive buying behavior in deal proneness Gen Z consumers

  • 期刊论文

  • 发表日期：

    2026年7月2日

查看全文
  • Pham Ngoc Hoang Yen,
  • Anh Dao Kim,
  • Phi Hung Truong,
  • Sinh Duc Hoang

摘要

As TikTok increasingly functions as a search and discovery platform, Generation Z is turning to it not only for entertainment but also for product information that influences their purchasing decisions. Despite this shift in digital behavior, limited research has examined how TikTok’s information features drive impulse buying, particularly among deal-prone consumers. This study addresses this gap by integrating the Information Adoption Model (IAM) and the Elaboration Likelihood Model (ELM) to examine how information quality, credibility, and quantity influence perceived usefulness and information adoption, and how deal proneness moderates the link between adoption and impulse buying. Data were collected through an online survey of 300 Gen Z users in Ho Chi Minh City and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that information quality and credibility significantly enhance perceived usefulness, which in turn drives information adoption and leads to impulse purchases. Deal proneness strengthens the relationship between information adoption and impulse buying, while information quantity does not have a significant effect. These findings provide empirical support for applying IAM and ELM in a short-form video context and highlight the importance of credible, relevant, and promotional content in influencing Gen Z’s purchasing behavior. Marketers are encouraged to design TikTok content strategies that blend informational value with persuasive cues to effectively target deal-prone consumers.