Survey responses from Vietnamese students detailing psychological and platform-driven factors behind impulse buying on TikTok Shop. Data points include demographic profiles, platform stimuli like live-streaming, and consumer behavioral traits.
Use Cases
- Analyze the correlation between 'influencer trust' and 'unplanned purchase' frequency to evaluate marketing ROI
- Segment the student population by 'monthly income' to determine price sensitivity for impulse items
- Model the impact of 'visual appeal' and 'ease of use' on the likelihood of completing a transaction
Strengths
- Includes Likert-scale measurements for factors such as 'Influencer Credibility' and 'Promotional Intensity'
- Captures demographic data including student age, gender, and monthly allowance levels
- Focuses on TikTok-specific commerce features such as short-video shopping and live-stream interactions