ANTECENDENTS AND CONSEQUENCES OF ONLINE IMPULSE BUYING
The practicality of shopping through social commerce makes consumers vulnerable to being tempted to shop impulsely without considering the consequences carefully. Thus, it tends to cause post-purchase dissonance. Since there is only a few studies scrutinizing factors affecting impulse buying and the simultaneous effects, this study aimed to discover and understand the primary factors of online impulse purchase among social commerce buyers, particularly in TikTok Shop in Indonesia and the impulse buying effects on post-purchase dissonance. The primary factors of impulse buying examined in this study include sales promotion, shopping lifestyle, social factor, and positive emotion. This quantitative study was conducted by distributing questionnaires on 251 samples selected using the purposive sampling technique. A SEM analysis was employed using the SmartPLS software. The study results demonstrate that sales promotion, shopping lifestyle, social factor, and positive emotion positively and significantly affected impulse buying. The most dominant factor was positive emotion. Furthermore, the study also proved that impulse buying positively and significantly affected post-purchase dissonance experienced by TikTok Shop consumers.
Online Impulse Buying, Post Purchase Dissonance, Sales Promotion, Shopping Lifestyle, Social Factor.