Exploring the Impact of Fear of Missing Out (FoMO) on Youth Shopping Intentions in Social Commerce Landscape

Nguyen Duy Phuong; Nguyen Minh Tuan; Bui Thanh Khoa

doi:10.48161/qaj.v5n1a1403

Authors

Nguyen Duy Phuong Institute of International and Postgraduate Education, Industrial University of Ho Chi Minh City, 70000, Vietnam;
Nguyen Minh Tuan Graduate School, Ho Chi Minh University of Banking, Ho Chi Minh City, 70000, Vietnam;
Bui Thanh Khoa Faculty of Commerce and Tourism, Industrial University of Ho Chi Minh City, 70000, Vietnam.

DOI:

https://doi.org/10.48161/qaj.v5n1a1403

Abstract

This study explored the influence of Fear of Missing Out (FoMO) on youths’ shopping intentions within the social commerce environment of TikTok. The background emphasized the growing prevalence of social media platforms as retail channels and the potential impact of FoMO on consumer behavior. The objective was to examine the relationships between FoMO, attitude towards behavior, subjective norm, perceived behavioral control, and shopping intentions on TikTok. A quantitative research design using a survey methodology was employed. Data were collected from young TikTok users and analyzed using partial least squares structural equation modeling (PLS-SEM). The findings demonstrated that FoMO favorably affected shopping intentions, both directly and indirectly, by negatively impacting perceived behavioral control. According to the Theory of Planned Behavior, attitude, and subjective norms were identified as significant determinants of shopping intentions. Perceived behavioral control, however, did not demonstrate a significant correlation with shopping intentions. The study revealed that FoMO significantly influences the purchase intentions of teenagers on TikTok, providing essential information for marketers aiming to capitalize on this phenomenon in social commerce initiatives.

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