Title: Fear of Missing Out and Impulse Buying Behavior in Emerging Markets: Evidence from Generation Z Consumers in Vietnam's E-Commerce Platforms
Authors: Nguyen Gia Nhu
Volume: 9
Issue: 9
Pages: 1-7
Publication Date: 2025/09/28
Abstract:
The expansion of e-commerce and the all-screen nature of social media have created ripe grounds for FOMO among Gen Z shoppers. This research aims to analyze the impact of FOMO on impulsive buying throughout promotional sales on Vietnam's e-commerce platforms. Based on the social comparison theory and consumer behavior paradigms, we build a conceptual model making FOMO, perceived urgency, and impulsive buying as the core elements of the model, social media intensity and financial literacy as the moderation variables. An online survey was conducted among 350 Gen Z online shoppers. Scales measuring FOMO and impulsive buying tendencies were rigorously validated, and hypothesized relationships were tested using SEM. The analysis is still ongoing, but initial findings reveal a substantial positive impact of FOMO on impulsive buying triggered by heightened scarcity and urgency. The impact is further compounded by exposure to social media and is partially counteracted by financial literacy. The research expands the existing scope of the literature on impulse buying by integrating technological considerations with the generational context of today's consumers, offering practitioners in the field of marketing and policy development responsible framework for promotional activity designed to enhance impulse buying. Balance between marketing effectiveness and consumer welfare is the main concern of the recommendations. In this case, recommendations with limitations are given as well as scope for future research, which includes cross-cultural and longitudinal comparisons to study behavioral change over time.