Interactivity and Psychological Immersion in Online Impulse Buying: A Systematic-Integrative Review of FoMO and Telepresence
DOI:
https://doi.org/10.55927/jfbd.v5i2.30Keywords:
Interactivity, Fear of Missing Out, Telepresence, Online Impulse Buying, Live-Streaming CommerceAbstract
Live-streaming commerce integrates product demonstrations, real-time communication, social pressure, and time-limited promotions. This systematic-integrative review synthesizes evidence on interactivity, fear of missing out (FoMO), telepresence, and online impulse buying within the Stimulus–Organism–Response framework. Following screening and eligibility assessment, 24 empirical studies retrieved through Google Scholar were analyzed using a concept-centric matrix. Findings show that interactivity operates primarily through telepresence, flow, inspiration, trust, perceived usefulness, and parasocial relationships. Evidence linking FoMO to impulse buying is relatively consistent but is more coherently positioned as an organismic state than an environmental stimulus. Telepresence links interactive affordances to purchasing responses, although evidence from virtual reality and metaverse settings should be applied cautiously to TikTok Live. The review clarifies evidence gaps and distinguishes impulse-related outcomes.
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