A Study on Factors Influencing Impulse Buying Behavior of Generation Z in TikTok Mega Live Sessions

The S-O-R model explains how environmental stimuli (S - Stimulus) influence an individual’s emotional and cognitive responses (O - Organism), which subsequently lead to behavioral responses (R - Response). Using this framework, the study examines factors affecting the impulse buying behavior of Vietnamese Generation Z in TikTok Mega Live sessions. The findings indicate that the “Environment” factor (S) has an impact level of 0.803 on the “Organism” factor (O), while the “Organism” factor (O) influences impulse buying behavior (R - Response) with an impact level of 0.597. Based on these results, the study provides recommendations for businesses, KOLs, e-commerce platforms such as TikTok Shop, and Generation Z.