A research model of impulse buying behavior via TikTok Livestream: The mediating role of FOMO
Published: August 4, 2026
doi:10.62831/nckh.2026.387.v1
Abstract
This study proposes a research model of students’ impulse buying behavior through TikTok livestreams, emphasizing the mediating role of FOMO. Based on the S-O-R framework, three stimulus factors are identified: perceived scarcity, time pressure, and price promotions; FOMO acts as the mediating variable; and impulse buying behavior is the outcome variable. The study also develops measurement scales for these constructs, providing a foundation for future quantitative research in the context of social commerce in Vietnam.
Keywords
impulse buyingTikTok livestreamFOMOS-O-R model
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