Stimulus-Driven Impulsive Buying: The Effect of Video Marketing, AI Recommendations, and Perceived Value on TikTok

Abstract

TikTok has increasingly become an important digital commerce platform where short-form content, personalized recommendations, and consumer engagement influence purchasing behavior, particularly in the women’s fashion market. This study examines the relationships among video marketing, AI-based recommendation systems, perceived value, and impulsive buying in the TikTok women’s fashion context in Indonesia. Using a quantitative research approach, this study employed purposive sampling to obtain 207 valid respondents and analyzed the data using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that video marketing and AI-based recommendation systems are positively related to impulsive buying and perceived value, while perceived value is positively related to impulsive buying. Perceived value also partially mediates the relationships between digital stimuli and impulsive buying. The study contributes to the application of the Stimulus-Organism-Response (S-O-R) framework by examining digital stimuli, internal value evaluation, and consumer behavioral responses in TikTok commerce. The findings suggest that fashion sellers and digital commerce practitioners should focus on engaging video content, relevant product recommendations, and effective communication of product value.