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초록

PurposeThis study investigates impulse buying behavior in the TikTok environment by examining four motivational antecedents - hedonic gratification, sexual attractiveness, loneliness and utilitarian gratification - as well as the moderating roles of trust propensity and self-congruence. It further explores how impulse buying contributes to adverse outcomes, specifically personal financial problems and diminished self-esteem.Design/methodology/approachData were collected from 666 active TikTok users in the United States. Structural equation modeling was employed to analyze the relationships among the antecedents, moderators and consequences of impulse buying.FindingsResults demonstrate that sexual attractiveness, loneliness and utilitarian gratification positively predict impulse buying, while hedonic gratification exerts a negative influence. Trust propensity intensifies the positive effects of sexual attractiveness and loneliness on impulse buying, whereas self-congruence amplifies the influence of sexual attractiveness. Furthermore, impulse buying is linked to increased personal financial problems and lower self-esteem, underscoring its detrimental implications for consumer well-being.Originality/valueBy grounding its framework in organismic integration theory, this research extends the conventional view of impulse buying beyond the intrinsic-extrinsic motivation dichotomy. It highlights lower-autonomy motivations (e.g. sexual attractiveness, loneliness and utilitarian benefits) as powerful drivers of impulsive consumption on social media, particularly TikTok. Additionally, the findings illuminate how trust propensity and self-congruence shape these relationships, offering practical insights for marketers aiming to design more effective influencer campaigns. Finally, the identified negative outcomes - financial strain and lower self-esteem - underscore the broader societal and psychological ramifications of impulse buying, thereby guiding stakeholders toward more responsible digital marketing strategies.

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