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ASEAN Marketing Journal

Abstract

Manuscript type: Research Article.

Research Aims: This study examines the determinants of impulsive buying behavior among skincare consumers—specifically Garnier buyers on TikTok Shop—using the SOR framework, and tests whether female consumers show higher impulsivity than males through gender moderation.

Design/methodology/approach: An online survey of 361 consumers who had purchased Garnier products via TikTok Shop’s live streaming feature was conducted. Five livestream stimulus factors—social interaction, streamer’s style, gratification, gamification, and visualization—were modeled as predictors of perceived hedonic value (PHV), which subsequently influences impulsive buying behavior (IBB) and user stickiness (US). PLS-SEM was used to analyze direct, mediating, and moderating effects.

Research Findings: Social interaction, gratification, and gamification significantly enhance PHV, while streamer’s style and visualization show no significant effect. PHV strongly predicts both IBB and US and significantly mediates the relationships between stimulus factors and these outcomes. Gender moderates the PHV–IBB relationship, with females exhibiting higher impulsivity, but no moderation is observed for PHV–US.

Theoretical Contribution/Originality: The study extends the SOR framework in livestream e-commerce by demonstrating the differentiated impacts of interactive and gamified stimuli on hedonic value and clarifying gender-based variations in impulsive buying within skincare consumption.

Practitioner/Policy Implication: Marketers should strengthen social interaction features, gamified mechanisms, and emotionally engaging experiences to boost impulsive purchases and user stickiness, while considering gender-tailored strategies.

Research limitation/Implications: The study focus on Garnier skincare buyers within TikTok Shop limits generalizability; future studies should explore broader product categories, platforms, and longitudinal designs.

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