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This study examines real-time interaction and live streaming commerce in relation to joy of missing out (JOMO) among TikTok Live users. A cross-sectional online survey obtained 107 responses through purposive sampling. PLS-SEM showed a nonsignificant real-time interaction–JOMO relationship (β = 0.162; p = 0.185) and a positive live streaming commerce–JOMO relationship (β = 0.281; p = 0.004). The model explained 14.7% of JOMO variance. Two coping indicators had loadings below 0.50, requiring caution. The findings suggest examining comfortable disengagement alongside commercial engagement, subject to measurement limitations and the noncausal design.
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Royani et al. (2026) studied this question.
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