<![CDATA[This study explores the dynamics of promotion, price, positive emotion, and impulse buying within the environment of TikTok Shop, focusing particularly on how these marketing and psychological factors interact in a social commerce setting. The research also investigates the role of UI/UX as a potential moderating variable in these relationships. Using a quantitative design and analyzed through the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach, the study evaluates both direct and mediated pathways among the constructs. The discussion emphasizes how promotional exposure, pricing perceptions, and emotional responses shape consumer behavior, and how UI/UX is conceptually positioned to influence these effects. Through analytical interpretation, the study highlights the theoretical and practical contributions of examining impulse buying in rapidly growing social commerce platforms, offering a deeper understanding of the mechanisms through which marketing stimuli and user experience may interact]]>
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