Research on TikTok impulse buying behaviour among DUE students published in international journal

Congratulations to a group of students from the University of Economics - The University of Danang whose research has been published in the international academic journal Journal of Indonesian Economy and Business.

The paper, titled “TikTok Users Impulse Buying Behavior: The Role of Empathy, Perceived Usefulness and Perceived Enjoyment”, was published in the Journal of Indonesian Economy and Business, Vol. 41, No. 1, pp. 107-138, DOI: 10.22146/jieb.v41i1.16782.

The research was conducted by a DUE student team comprising Hoang Thi Quynh Anh (team leader), Nguyen Thi Thuy Duong, Bui Le Quynh Anh (Class 48K31.3) and Nguyen Thi Phuong (Class 48K31.2), all majoring in Digital Marketing, under the academic supervision of Dr. Ngo Thi Khue Thu.

The study seeks to explore the factors influencing impulse buying behaviour among TikTok users. It adopts a comprehensive approach to analyse the factors shaping such behaviour. Drawing on the Stimulus-Organism-Response (SOR) theory, the study proposes an integrated model to examine the combined effects of empathy, perceived usefulness and perceived enjoyment.

Specifically, the study incorporates social media marketing activities (SMMAs), self-reference and product attributes, including variety, visual appeal, price and information quality, as stimuli; while examining psychological factors such as empathy, perceived usefulness and perceived enjoyment as consumers’ internal mechanisms (Organism).

This comprehensive integration helps clarify how these factors jointly influence impulse buying behaviour, providing a deeper and more practical understanding of the complex decision-making process among TikTok users.

The findings show that social media marketing activities (SMMAs), self-reference and product attributes have a combined influence on the urge to buy and impulsive buying behaviour through empathy, perceived enjoyment and perceived usefulness among TikTok users in Vietnam. Notably, perceived usefulness and perceived enjoyment exert a stronger influence on the urge to buy, which in turn drives impulsive buying behaviour.

The research not only marks a significant academic effort by the DUE student team but also demonstrates their proactive approach to learning, ability to engage with contemporary research issues and progress in bringing research findings by Vietnamese students to the international academic community. It also reflects DUE’s learning environment, which encourages research-oriented thinking, the application of knowledge to practical issues and students’ confidence in engaging with global academia. Each student research project represents another step in the journey of learning, knowledge discovery and reaching out to the world.