This study seeks to investigate the key drivers of impulse buying behavior among young
consumers during live-streaming flash sales on TikTok, a social commerce platform that
facilitates real-time interactions between sellers and buyers through its two-way online
interface. This study employs the Stimulus-Organism-Response theory to examine the
interplay between scarcity, discount on live-streaming selling (DOLS), and fear of missing out
(FoMO) in shaping consumers’ impulsive buying behavior. This study will use quantitative
methods, with primary and secondary data as the main data sources. The data collection
technique involved questionnaire distribution using purposive sampling, specifically targeting
Generation Y and Z Indonesians who have made purchases through live streaming shopping
mechanisms on TikTok within the past year. The data analysis method in this study used
Structured Equation Model-Partial Least Square (SEM-PLS).