The Effect of Hedonic Motivation and IT Affordance on Impulsive Buying Decisions in Social Commerce: TikTok

Abstract

Indonesia is currently facing the rapid growth of social commerce that can be observed through the immense growth of Gross Merchandise Value (GMV), which is projected to increase continuously. The popularity of social commerce itself allows social and shopping activities to be carried out on the same platform, causing changes in people's shopping behavior. This study aims to examine the phenomenon of impulsive buying on social commerce platforms from the perspective of IT Affordance and Hedonic Motivation by implementing the stimulus-organism-response (SOR) theory. Data collection in this study was conducted online through a survey involving 203 TikTok user respondents who had made purchases through the TikTok application in the last 1 year, used TikTok for more than 6 hours each week, and lived on the island of Java, Indonesia. The research results prove that IT affordance has a significant effect on trust and flow experience. Hedonic motivation, trust, and flow experience have a positive and significant influence on the urge to buy impulsively. The urge to buy impulsively has a positive and significant influence on impulsive buying, which is strengthened by the fear of missing out.