The Impact of Perceived Time Pressure in TikTok Content on Impulse Purchases Outside the Platform Among Slovenian Users Aged 18 to 25

The diploma thesis examines the impact of perceived time pressure in TikTok content on impulse purchases outside the platform among Slovenian users aged 18 to 25. TikTok stands out for its algorithm of personalised short videos that encourage immediate purchasing behaviour among users.

Problem

Since TikTok Shop is not available in Slovenia, users make purchases outside the platform itself, which presents a specific context that existing international research largely does not address.

The research focuses on urgency elements such as flash sale offers, messages about limited stock and urgency language, and their impact on purchases made outside the platform. The theoretical framework encompasses the areas of perceived time pressure, FoMO, impulse purchases outside the platform, and algorithmic personalisation on TikTok.

Solution and Method

The research is based on two instruments. The first is an online survey among Slovenian TikTok users (N = 113), and the second is a content analysis of TikTok videos by Slovenian companies and influencers (N = 66 videos).

Results

Three hypotheses were confirmed and one was not confirmed. A statistically significant positive correlation was found between perceived time pressure and impulse purchase (r = 0.602). FoMO was confirmed as a partial mediator between perceived time pressure and impulse purchase.

Since the majority of respondents did not know whether they had personalisation settings enabled, the hypothesis was tested indirectly through perceived personalisation: users who perceived TikTok content as more personalised reported a higher level of impulse purchase, therefore the third hypothesis was confirmed.

The fourth hypothesis was not confirmed, as the proportion of content with urgency elements amounted to 48.5%. For companies, the proportion was 53.8%, for influencers 40.7%, and the most frequently used element was flash sale (37.9%).

The findings offer practical recommendations for Slovenian companies and content creators who wish to increase the effectiveness of their TikTok marketing strategies. At the same time, the findings highlight that the majority of young users are aware of the deliberately created urgency, which, however, does not reduce its effect on purchasing behaviour.