The dominant role of hedonic motivation and e-WOM in impulsive buying behavior of fashion products

Abstract

The rapid growth of TikTok Shop as a social commerce platform has influenced consumer behavior, particularly with regard to impulsive purchases of fashion products. This study aims to examine the effects of hedonic motivation and electronic word of mouth (e-WOM) on impulsive buying behavior among TikTok Shop consumers. The study employs a quantitative approach using a survey method involving 150 respondents selected through purposive sampling techniques. The findings indicate that hedonic motivation has a significant effect on impulsive buying, confirming that pleasure-seeking and emotional aspects are the most influential factors in driving impulsive purchasing behavior of fashion products on the TikTok Shop social commerce platform. Furthermore, electronic word of mouth is also found to have a significant effect on impulsive buying, suggesting that information, evaluations, and recommendations shared by other users through comment sections, product reviews, and creator-generated content on TikTok Shop play an important role in shaping positive perceptions and enhancing consumer trust, thereby triggering emotional responses that ultimately lead to spontaneous, unplanned purchase decisions.