The Influence of Live Streaming and Free Shipping on Impulse Buying of Thrifting Products on Tiktok Shop

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Quantitative analysis reveals that live streaming and free shipping significantly boost impulse buying in thrift shopping on TikTok.

Impulse buying increases when consumers are offered free shipping, indicating its powerful effect.
The study gathered responses from 150 participants who shopped for secondhand fashion in Cirebon.
Analysis employed Structural Equation Modeling to understand the influence of the independent variables.
Marketing strategies leveraging interactivity and cost incentives can enhance sales in digital environments.

Fattahillah et al. (2025) studied this question.

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