Beyond Social Comparison: The Role of Fear of Exclusion and Narcissism in Driving FoMO and Impulse Buying on TikTok

Abstract

This study examines the psychological antecedents of Fear of Missing Out (FoMO) and its impact on Flow experience on TikTok and impulse buying behavior among Generation Z users on TikTok in Vietnam. By analyzing data from 223 valid responses using Structural Equation Modeling (SEM), this study highlights a significant shift in user behavior compared to prior literature. Contrary to expectations and previous studies, Social Comparison and Relatedness had no significant influence on FoMO. Instead, Covert Narcissism, Scarcity, and notably, Fear of Exclusion emerged as the primary drivers. Furthermore, the results confirm that FoMO exerts a substantial direct effect on impulse buying behavior, in addition to a partial mediating effect through flow experience. These findings suggest that in a mature social commerce environment, purchasing behavior is driven less by interpersonal comparison and more by internal insecurities and fear of being isolated from trends. This study offers practical implications for marketers to pivot from comparison-based appeals to strategies that leverage scarcity and community inclusion.