TikTok Recommendation Algorithm and Interactivity: Driving Gen Z Impulsive Buying Behavior Through FoMO

This study examines the factors influencing impulsive buying behavior in TikTok Live commerce of Generation Z consumers in the Jabodetabek area. Using the Stimulus-Organism-Response (S-O-R) framework, the study investigates the effects of the TikTok Recommendation Algorithm and interactivity on Fear of Missing Out (FoMO), as well as the impact of FoMO on impulsive buying behavior. This study also evaluates whether influencers strengthen the relationship between FoMO and impulsive buying behavior. A quantitative approach was employed using a survey of 250 Generation Z respondents who had experience purchasing fashion products through TikTok Live. Data were analyzed using PLS-SEM. The results indicate that interactivitypositively influences FoMO, while FoMO significantly increases impulsive buying behavior. Influencers were found tosignificantly moderate the relationship between FoMO and impulsive buying behavior. In contrast, the TikTokRecommendation Algorithm exhibited a significant negative effect on FoMO and showed no direct effect on impulsive buyingbehavior. The results indicate that impulsive buying behavior is more strongly influenced by psychological factors than byplatform features alone. By examining recommendation algorithms, interactivity, FoMO, and influencers within a singlemodel, this study extends current understanding of consumer behavior in TikTok Live commerc