The impact of tiktok shop livestreams on impulsive buying behavior of gen z consumers in vietnam a case study on cosmetic products

Abstract

Based on the Stimulus–Organism–Response (S-O-R) framework, this study examines how TikTok Shop livestream features - interactivity, influencer credibility, promotional strategies, and social proof - influence impulsive buying behavior of Gen Z consumers in Vietnam’s cosmetics sector. Livestream stimuli are expected to influence internal states such as emotional arousal, trust, and sense of urgency, which in turn drive impulsive purchases. Data will be collected through an online survey of at least 200 Gen Z consumers with experience purchasing cosmetics via TikTok Shop livestreams. Findings are anticipated to extend theoretical insights into impulse buying within digital commerce while providing practical strategies for brands, influencers, and platforms to optimize livestream practices. Research purpose: This study aims to develop and test a framework that explains how TikTok Shop livestream features (stimuli) affect psychological states (organism) that trigger impulsive purchases (response). By focusing on Gen Z cosmetic buyers in Vietnam, the research seeks to contextualize impulsive buying within an emerging social commerce landscape. Research motivation: Although impulse buying has been studied in traditional and digital commerce, limited research has explored livestream commerce in Vietnam, especially within the cosmetics market and among Gen Z consumers. Prior work often focus on China or Western contexts, leaving a gap in understanding the role of livestream-specific features (interactivity, influencer trust, social proof, and urgency) in shaping purchase decisions in this market. This study addresses this gap and responds to the growing prominence of TikTok Shop in Vietnam. Research design, approach, and method: The study employs a quantitative, survey-based approach with simple random sampling of Gen Z consumers in Vietnam. Screening ensures respondents have purchased cosmetics via TikTok Shop livestreams. Data will be collected online through Google Forms and distributed via social media communities (e.g., TikTok, Facebook, Zalo). The minimum target sample is 200 valid responses. Statistical analysis will include regression or structural equation modeling (SEM) to test hypotheses. Main findings: The study is expected to confirm that (1) livestream features such as interactivity, influencer credibility, promotional strategies, and social proof positively affect emotional arousal, trust, and sense of urgency, and (2) these psychological states significantly increase impulsive buying among Gen Z consumers. Practical/managerial implications: The findings will help cosmetic brands, influencers, and platforms improve their livestream strategies. Specifically, engaging interactivity, credible influencer partnerships, time-limited promotions, and strong social proof can amplify impulsive purchases. For platforms like TikTok Shop, identifying the features that most strongly drive conversions can guide design and feature enhancements. The results also provide insights for policymakers and consumer advocacy groups to recognize potential vulnerabilities of Gen Z consumers in impulsive online purchasing.