FOMO and the Impulsive Purchasing Behavior of Young People

Abstract

The study on impulsive purchasing behavior plays an important role for sellers. This research evaluates the impact of the fear of missing out (FOMO) on the impulsive purchasing behavior of young people via livestream platforms (Facebook, TikTok, etc.). The research model is built upon the SOR (Stimulus-Organism-Response) theory, which explains the relationships between contextual and environmental stimuli, the organism, and responses in live-streaming commerce. The model proposes that three key stimuli—livestreamers' attractiveness (SA), information quality (IQ), and interactivity (IT)—drive buyers toward approach behaviors, including fear of missing out (FOMO), which ultimately leads to impulse buying (IMP).  Data collected from Vietnamese youth, with 236 responses analyzed using the PLS-SEM model, indicates that FOMO has a positive impact on their impulsive buying behavior. Additionally, there are three main factors affecting the fear of missing out, including (1) The attractiveness of the livestreamer, (2) Information quality, and (3) Interaction. Based on these findings, the author also provides theoretical and practical implications.