#Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers

Authors

  • Alvin B. Barcelona College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Rhea Jane G. Angeles College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Carmhiella A. Clemente College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Sam Rhoy B. Dela Cruz College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Renoa Lorraine O. Malimban College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Jean Erika G. Santos College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author
  • Jian Carlo D. Tan College of Business and Administration, Dr. Yanga’s Colleges, Inc., Philippines Author

DOI:

https://doi.org/10.11594/ijmaber.03.11.18

Keywords:

Generation Z, Impulsive Buying Behavior, TikTok’s Shopee Finds’ Videos, User-Generated Contents (UGCs)

Abstract

The continuous growth of social media platforms in the market has influenced the consumption of different products and services. The proliferation of short user-generated videos, such as TikTok’s Shopee Finds was hypothesized to influence impulsivity among young consumers. This study employed a descriptive survey administered online to 200 Generation Z respondents. Descriptive and inferential statistics were used to analyze the data. The findings revealed that TikTok’s Shopee Finds moderately influenced the Pure Impulse and Suggested Impulse Buying behaviors of the respondents. Moreover, it highly influenced the Reminder Impulse and Planned Impulse Buying behaviors of the respondents. There is no sex difference in the impact of the marketing videos on the impulsive behavior of the respondents. The preliminary findings entail further opportunities for businesses and enterprises to optimize their marketing efforts using social media platforms and increase the awareness of Generation Z consumers about their impulsive buying tendencies.

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Published

2022-11-13

How to Cite

Barcelona, A. B., Angeles, R. J. G. ., Clemente, C. A. ., Dela Cruz, S. R. B. ., Malimban, R. L. O. ., Santos, J. E. G. ., & Tan, J. C. D. . (2022). #Budolfinds: The Role of TikTok’s Shopee Finds’ Videos in the Impulsive Buying Behavior of Generation Z Consumers. International Journal of Multidisciplinary: Applied Business and Education Research, 3(11), 2316-2328. https://doi.org/10.11594/ijmaber.03.11.18