The Influence of Perceived Ease of Use on Impulsive Buying: The Mediating Role of Social Comparison Tendency among Students Using TikTok Shop
DOI:
https://doi.org/10.62710/5z0vh742Keywords:
Perceived Ease of Use; Social Comparison Tendency; Impulsive Buying; TikTok Shop; Social CommerceAbstract
This study examines the effect of perceived ease of use on impulsive buying and investigates the mediating role of social comparison tendency among TikTok Shop users. The study focuses on students of the Faculty of Economics and Business at UP who have experience using and purchasing products through TikTok Shop. A quantitative approach was employed, and data were collected from 150 respondents using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model was assessed through convergent validity, discriminant validity, and reliability testing, while the structural model was evaluated using the coefficient of determination, predictive relevance, effect size, and path analysis. The results indicate that perceived ease of use has a positive and significant effect on impulsive buying and social comparison tendency. Social comparison tendency also positively and significantly affects impulsive buying. Furthermore, social comparison tendency significantly mediates the relationship between perceived ease of use and impulsive buying, indicating partial mediation. These findings demonstrate that impulsive buying in social commerce is influenced not only by technological convenience but also by psychological responses to the consumption behavior of others. The study contributes to the social commerce literature by integrating technological and psychological perspectives to explain impulsive buying behavior among university students.
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