Evaluating the Factors on Impulse Buying Behavior in TikTok Live Selling of Beauty and Cosmetics in the Philippines

The integration of live-streaming on the renowned social media application TikTok has caused a rapid evolution in the beauty and cosmetics industry, redefining e-commerce and consumer engagement and making TikTok a crucial platform for e-commerce and live-selling. This study investigates the influence of TikTok live-selling on impulse buying behavior within this industry, addressing the gap in understanding the specific factors at play. This study investigated the significant factors affecting consumers’ impulse buying decisions through seven key factors: discounted prices, social influence, brand familiarity and reputation, emotional state, consumer’s social status (net income), age, and gender. Findings reveal that of all seven factors, social status and emotional state are two of the most significant of impulse buying in the context of TikTok live-selling. This means that the social status and emotional state of consumers amplify their impulsive buying tendencies within TikTok live-selling while factors like discounted prices, social influence, brand familiarity and reputation, age, and gender have less impact in this specific context. The research suggests that companies leverage emotional triggers like consumers' fear of missing out (FOMO) through targeted marketing as well as utilize paid advertising to showcase products in a way where consumers feel that the brand represents their desired lifestyle to catch the attention of consumers of higher social status. Through these identified factors, the study aims to provide retailers, specifically live-selling retailers, an insight into their consumers to help them optimize their strategies and enhance sales.