Online impulse buying on TikTok platform: Evidence from Indonesia

Materialism has been given great attention in the consumer behavior literature. How materialistic tendencies are shaped by advertising has also been documented. Yet, the impact of consumers’ materialism on their perceptions of ads is not clearly understood. The goal of this research is to examine the relationship between an individual’s materialism and his/her perceptions of various kinds of advertising. Using four specific advertising appeals (i.e., interpersonal, prestige/status, achievement, and appearance-related), attitudes toward the ad, and thoughts elicited by the advertisement were measured and compared across high and low materialism groups. Significant differences were found between respondents from the two groups with respect to the evaluation of each type of appeal. When prestige/status, achievement, and appearance-related appeals were used in advertising, they were evaluated more favorably by consumers with high levels of materialism than by consumers with low levels of materialism. In contrast, advertising that used an interpersonal appeal was viewed more favorably by consumers with low levels of materialism. The results of this research provide implications for marketers on three perspectives: the furthering of our conceptualization of the materialism construct, the design of promotional communication for specific target markets, and the public policy dimension of targeting consumers more vulnerable to certain appeals.

This paper intends to analyze the impact of store layout, ambient factors, and employees on impulsive decision-making among female customers visiting the apparel outlets. The responses were collected through a single-stage mall intercept survey method using a structured questionnaire from 385 respondents in leading apparel stores in selected Tier I and Tier II cities in the state of Karnataka, India. The responses were analyzed using multiple regression analysis. Constructs such as store layout, ambience and employees were found to be significantly positively correlated with impulse buying behavior. The variables largely explain the variation in impulse buying under store ambiance. Except ‘attention to the window display’ and ‘friendly staff’ all other twelve variables considered in the study were found to have significant impact on the impulse buying behavior. Though store ambiance, well-structured layout, and pleasant shopping experience are essential determinants of customer satisfaction, the study results imply that the number of store staff and sales skills are critical aspects of impulse buying in the apparel business and true assets to the retail organization. Additionally, poor customer interaction, staff shortage, and high employee attrition could discourage the store’s revenue generation.

This paper reviews the literature on energy consumption behavior for both domestic and migrated/displaced population and aims to recommend crucial policy measures for creating awareness on the energy efficiency. Consumers’ adoption to the efficient usage of energy varies depending on demographic, behavioral and situational dynamics in their households and societies. The regional or national strategies to implement efficient technologies for the consumer engagement are crucial to change their behaviors. Migrants affect the energy usage patterns in the host country due to their different usage behaviors. Any type of measures for migrated population should include available, acceptable, accessible and affordable energy efficiency applications to engage them with the domestic population.