The influence of intensity of TikTok use, utilitarian value, and hedonic value on impulsive buying mediated by urge to buy impulsively

Abstract

The aim of this paper is to find out whether there is a relationship between the intensity of using Tiktok, utilitarian value, hedonic value, and impulse buying. TikTok is a social commerce with a live shopping service that provides convenience in online shopping and allows direct interaction with sellers while browsing social media without switching applications. This study uses the stimulus-organism-response (SOR) theory, dividing the stimulus into internal and external factors. Internal factors include utilitarian value and hedonic value, while external factors are the intensity of use of the TikTok application. Respondents in this study are married women who use Tiktok. This research is causality research with a total sample of 120 respondents. The data collection method uses a questionnaire and is analyzed using SEM-PLS. The findings of this study indicate that the intensity of TikTok use significantly affects impulse purchases. However, utilitarian and hedonic values have no significant effect on impulse purchases. For the mediating effect, the impulse to buy impulsively mediates the relationship between the intensity of TikTok use and the hedonic value of impulse buying. However, it does not mediate the utilitarian value of impulse buying.