Phenomenology of Impulse Buying in Live Shopping: Exploring Consumer Experiences on Skintific TikTok Live
DOI:
https://doi.org/10.22441/jurnal_mix.2026.v16i3.015Kata Kunci:
Impulse Buying, Live Shopping, TikTok Live, Transcendental Phenomenology, Fear of Missing OutAbstrak
Objective: This study explores consumers’ subjective experiences of impulsive purchasing during Skintific TikTok Live sessions.
Methodology: A transcendental phenomenological study involved eight members of the Sisterpuccino Squad community in Bandung. Twenty-eight interview sessions yielded 28 verbatim transcripts, supplemented by non-participant observation of Skintific TikTok Live. Analysis followed epoche, horizontalization, the development of meaning units, and textural and structural descriptions. Transcript verification, comparison across informants, reflective notes, and examination of contrasting experiences supported interpretive credibility.
Findings: Participants described urgency around scarce stock and expiring offers, trust arising from responsive hosts, and purchasing informed by demonstrations and friends’ activity. Price comparisons could make an additional purchase feel economical despite existing supplies. Community influence remained conditional: one informant declined an offer that did not meet personal needs. Post-purchase experiences ranged from justification and regret to satisfaction without regret; another informant began limiting live-shopping expenditure.
Conclusion: Impulsive purchasing emerged through the meaning an offer acquired during the live session and its subsequent evaluation. The study connects promotional urgency with perceptions of value, shows how trust and peer information enter purchasing decisions, and identifies limits to conformity and regret. These interpretations are situated within one consumer community and retain differences among participants.
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