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ORI:10001/2026.0004 Published

IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING

Caio Nazario Fozatti1, Felipe Domingos Feliciano1, Ingrid Alexandra Bueno1, Laila Oliveira1, Lorena Sayuri Miranda1, Marina Cerejo Pongeluppi1, Rafael Carmo1, Prof. Me. Eder Freitas1

  1. 1Universidade Paulista

Oxton Science JournalOxton Education

Published
10 Nov 2026
Volume and issue
Vol. 2, n. 1
Pages
48–61
Language
English
Type
Review article
License
CC BY 4.0
Access article View in journal Cite

Abstract

Introduction: TikTok Shop brings content, social interaction and purchase into a single flow, a setting in which impulse buying calls for specific examination. Objective: to analyze the relationships among social influence, commercial stimuli, purchase convenience and impulse buying on short-video and live-streaming platforms. Methods: two-phase integrative review, with an initial exploratory search and a documented PubMed search on October 28, 2026 (58 records; 22 included), yielding 34 works analyzed through thematic synthesis in the S-O-R model and an evidence map. Results: social influence and commercial stimuli are consistently associated with impulse buying, usually through arousal, pleasure and perceived value, with context-dependent exceptions; convenience has moderate, indirect support, and only two studies address TikTok. Conclusion: the evidence indicates associations, not causality, and lacks studies with Brazilian consumers.

Keywords

Impulse buyingTikTok ShopSocial commerceLive commerceS-O-R model

Bibliographic metadata

TitleIMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING
AuthorsCaio Nazario Fozatti; Felipe Domingos Feliciano; Ingrid Alexandra Bueno; Laila Oliveira; Lorena Sayuri Miranda; Marina Cerejo Pongeluppi; Rafael Carmo; Prof. Me. Eder Freitas
Affiliations
  1. Universidade Paulista
JournalOxton Science Journal
Publication date10 Nov 2026
Received30 Oct 2026
Accepted3 Nov 2026
Volume and issueVol. 2, n. 1
Pages48–61
LanguageEnglish
Document typeReview article
PublisherOxton Education
ISSN3086-0881 (online)
Subject areasBusiness; Management; Economics

How to cite

ABNT

FOZATTI, C. N.; FELICIANO, F. D.; BUENO, I. A.; OLIVEIRA, L.; MIRANDA, L. S.; PONGELUPPI, M. C.; CARMO, R.; FREITAS, P. M. E. IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING. Oxton Science Journal, v. 2, n. 1, p. 48-61, 2026. Available at: https://oriregistry.org/10001/2026.0004.

APA

Fozatti, C. N., Feliciano, F. D., Bueno, I. A., Oliveira, L., Miranda, L. S., Pongeluppi, M. C., Carmo, R., & Freitas, P. M. E. (2026). IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING. Oxton Science Journal, 2(1), 48–61. https://oriregistry.org/10001/2026.0004

Vancouver

Fozatti CN, Feliciano FD, Bueno IA, Oliveira L, Miranda LS, Pongeluppi MC, et al. IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING. OSJ. 2026;2(1):48-61. Available from: https://oriregistry.org/10001/2026.0004

BibTeX

@article{fozatti202620260004,
  title = {IMPULSE BUYING ON TIKTOK SHOP: EVIDENCE ON SOCIAL INFLUENCE, COMMERCIAL STIMULI AND CONVENIENCE IN SHORT VIDEOS AND LIVE STREAMING},
  author = {Fozatti, Caio Nazario and Feliciano, Felipe Domingos and Bueno, Ingrid Alexandra and Oliveira, Laila and Miranda, Lorena Sayuri and Pongeluppi, Marina Cerejo and Carmo, Rafael and Freitas, Prof. Me. Eder},
  journal = {Oxton Science Journal},
  year = {2026},
  volume = {2},
  number = {1},
  pages = {48--61},
  issn = {3086-0881},
  url = {https://oriregistry.org/10001/2026.0004},
  note = {ORI: ORI:10001/2026.0004}
}

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Record history

  1. Record created 8 Nov 2026, 13:38
  2. Status changed 8 Nov 2026, 13:38 draft → reserved
  3. Metadata updated 9 Nov 2026, 01:32 Fields: article url
  4. Metadata updated 9 Nov 2026, 16:33 Fields: volume, issue, first page, last page
  5. Metadata updated 9 Nov 2026, 16:38 Fields: published date, fulltext url
  6. Status changed 9 Nov 2026, 16:38 reserved → published

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