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Vol 41 No 1 (2026): January

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TikTok Users Impulse Buying Behavior: The Role of Empathy, Perceived Usefulness and Perceived Enjoyment

https://doi.org/10.22146/jieb.v41i1.16782
Ngo Thi Khue Thu
khuethu@due.edu.vn
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Hoang Thi Quynh Anh
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Bui Le Quynh Anh
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Nguyen Thi Thuy Duong
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Nguyen Thi Phuong
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Tran Le Uyen Nhi
Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam
Nguyen Thu Hang
Faculty of English for Specific Purposes, Danang University of Foreign Language Studies, The University of Danang, Danang, 50000, Vietnam; PhD candidate at Flinders University, Australia
https://orcid.org/0009-0002-7414-1693

Corresponding Author(s) : Ngo Thi Khue Thu

khuethu@due.edu.vn

Journal of Indonesian Economy and Business, Vol 41 No 1 (2026): January

Abstract

Introduction/Main Objectives: This research explores the factors influencing impulsive buying behavior of TikTok users. Background Problems While the social commerce landscape of TikTok and consumer behaviors are getting more and more complex, few studies have looked at the effects of multiple factors on Impulsive buying, especially with empathy, perceived enjoyment and perceived usefulness as mediators in social media marketing campaigns. Novelty: This study adopts a comprehensive approach to examining the factors affecting of TikTok users’ impulse buying behavior. Based on the Stimulus-Organism-Response (SOR) theory, this study proposes a comprehensive model to explore the combined effect of empathy, perceived usefulness and perceived enjoyment. Specifically, it combines social media marketing activities (SMMAs), self-reference, and product attributes (variety, visual appeal, price, and information quality) as key stimuli and psychological factors (empathy, perceived usefulness, and perceived enjoyment) as organism mechanisms. This holistic integration provides a comprehensive understanding of how these factors collectively influence impulsive buying behavior, offering a more nuanced and realistic view of the complex decision-making process among TikTok users. Research Methods: A survey among a sample of 500 TikTok users in Vietnam was conducted to test the research hypotheses. Finding/Results: The study suggests the collective influence of SMMAs, Self-Reference and Product Attributes on the Urge to Buy and Impulsive Buying Behavior through Empathy, Perceived Enjoyment and Perceived Usefulness among TikTok users in Vietnam. Noticeably, two elements (i.e., Perceived Usefulness, Perceived Enjoyment) result in stronger Urge to Buy, which subsequently influences Impulsive Buying Behavior. Conclusion: Based on the notable findings, we recommend that businesses should utilize a marketing strategy aimed at for-profit ventures and how to manage businesses on TikTok ethically for governmental oversight.

Keywords

Impulsive buying behavior SOR theory SMMAs empathy and self-reference perceived usefulness
Thu, N. T. K., Anh , H. T. Q., Anh , B. L. Q., Duong , N. T. T., Phuong, N. T., Nhi, T. L. U., & Hang, N. T. (2026). TikTok Users Impulse Buying Behavior: The Role of Empathy, Perceived Usefulness and Perceived Enjoyment. Journal of Indonesian Economy and Business, 41(1), 107 -. https://doi.org/10.22146/jieb.v41i1.16782
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Author Biographies

Ngo Thi Khue Thu, Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Ngo Thi Khue Thu is the Dean, a senior lecturer of Marketing at University of Economics - The University of Danang, Vietnam. Her research interests include consumer behaviors, marketing channels, and technology and innovations in marketing. She has been the principal investigator of several research projects in the marketing and education field.

Hoang Thi Quynh Anh , Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Hoang Thi Quynh Anh is a student at the Faculty of Marketing, University of Economics - The University of Danang, Vietnam. Her research areas are digital marketing, customer behaviors. Her current research explores how technology and social media platforms shape shifts in consumer behaviors in emerging markets.

Bui Le Quynh Anh , Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Bui Le Quynh Anh is currently a student of the Faculty of Marketing, University of Economics - The University of Danang, Vietnam. Her interests lie in the areas of digital marketing and marketing communication. Her current studies examine the domains of innovation performance and customer behaviors in the connected age.

Nguyen Thi Thuy Duong , Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Nguyen Thi Thuy Duong is a student at the Faculty of Marketing, University of Economics - The University of Danang, Vietnam. Her research interests center on communication marketing and customer behaviors. She is skilled in applying analytical software tools to support research in consumer studies.

Nguyen Thi Phuong, Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Nguyen Thi Phuong is a student at the Faculty of Marketing, University of Economics - The University of Danang, Vietnam. She is interested in research related to consumer behavior, social media, and digital marketing in contemporary contexts. 

Tran Le Uyen Nhi, Faculty of Marketing, Danang University of Economics, The University of Danang, Danang, 50000, Vietnam

Tran Le Uyen Nhi works as a Teaching Assistant at the Faculty of Marketing, University of Economics - The University of Danang, Vietnam. She is also a student in the Master’s Programme in Strategic Communication at Lund University. Her research interests include consumer behavior, sustainable consumption, and the role of social media in organizational communication and marketing.

Nguyen Thu Hang, Faculty of English for Specific Purposes, Danang University of Foreign Language Studies, The University of Danang, Danang, 50000, Vietnam; PhD candidate at Flinders University, Australia

Nguyen Thu Hang is an ESP lecturer at University of Foreign Language Studies - The University of Danang, Vietnam. She is currently a PhD candidate at Flinders University, Australia. Her research interests are Business English, English language teaching, curriculum development, and corpus analysis

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