Influence of Discount and Customer Rating on Impulse Buying

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative research shows significant influence of discount and customer ratings on impulse buying behavior in Generation Z users.

Discounts and customer ratings significantly affect impulse buying behavior in TikTok Shop.
The strongest influence was identified from discounts, making them key drivers for impulsive purchases.
Data was collected from 100 Generation Z respondents using purposive sampling and analyzed using multiple linear regression.
The combined impact of discounts and ratings accounts for 36.8% of the variance in impulse buying patterns.

Saputra et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark