THE INFLUENCE OF TIKTOK MARKETING, HEDONIC SHOPPING MOTIVATION, AND TRUST ON IMPULSE BUYING OF THAI COSMETICS THROUGH TIKTOK SHORT VIDEOS IN THAILAND

Abstract

The objective of this research was to study the influence of TikTok marketing, hedonic shopping motivation, and trust on impulsive buying behavior of Thai cosmetic products through short video clips on the TikTok platform in Thailand. A quantitative research method was conducted with a sample of 421 cosmetic buyers via TikTok of the study was 387 members. This study used frequencies, averages, and standard deviations for descriptive statistics. For the inferential statistics, this study applied multiple regression analysis. The results of the study revealed that: 1) TikTok marketing factors, including entertainment and electronic word-of-mouth, have a statistically significant effect on impulsive buying of Thai cosmetics through short video clips on TikTok at a significance level of .05. 2) Hedonic shopping motivation factor, including gratification shopping, social shopping, and idea shopping have a statistically significant effect on impulsive buying of Thai cosmetics through short video clips on TikTok at a significance level of .05. 3) Trust factors have a statistically significant impact on impulsive buying of Thai cosmetics through TikTok short videos at significance level of .05.