Research on Impulse Consumption Behavior of Local Lifestyle Services on TikTok and Its Influencing Factors - A Case Study of China’s Digital Indigenous People

DOI

10.2991/978-2-38476-497-6_13How to use a DOI?

Keywords

TikTok; local life services; impulse consumption; digital natives

Abstract

This study examines the impulse consumption behaviors of Chinese digital natives on the TikTok platform, with a focus on local life services and their influencing factors. A questionnaire survey was conducted among post-90s digital natives across four regions of China: northwest, southwest, southeast, and northeast. A total of 1,047 valid responses were collected. Using regression analysis, the study explored the relationships among loneliness, social presence, trait positivity, and impulse consumption tendency. The results indicate that loneliness and social presence significantly and positively influence impulsive spending, whereas trait positivity has a significant negative effect. Furthermore, social presence mediates the relationship between loneliness and impulsive spending, while trait positivity negatively moderates the effects of both loneliness and social presence on impulsive consumption. Specifically, exposure to local life service advertisements on TikTok increased the likelihood of impulsive spending among digital natives, whereas trait positivity acted as a protective factor that reduced such tendencies. This study provides new insights into the psychological mechanisms shaping digital natives’ consumption behaviors on social media and offers practical implications for governments, educational institutions, and individuals aiming to foster trait positivity in this group.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yang Yang
AU  - Pangbo Liu
AU  - Na Li
PY  - 2025
DA  - 2025/12/15
TI  - Research on Impulse Consumption Behavior of Local Lifestyle Services on TikTok and Its Influencing Factors - A Case Study of China’s Digital Indigenous People
BT  - Proceedings of the 2025 International Conference on Educational Innovation and Information Technology (EIIT 2025)
PB  - Atlantis Press
SP  - 129
EP  - 137
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-497-6_13
DO  - 10.2991/978-2-38476-497-6_13
ID  - Yang2025
ER  -