THE INFLUENCE OF FEAR OF MISSING OUT (FOMO) ON ONLINE IMPULSIVE BUYING BEHAVIOR AMONG GENERATION Z

Abstract

The advancement of digital technologies and the widespread adoption of social media have reshaped consumer purchasing patterns, particularly among Generation Z, which is recognized as one of the most digitally engaged demographic groups. The growing popularity of e-commerce and social commerce platforms has created an environment that facilitates faster and more spontaneous purchasing decisions. Among the psychological drivers associated with this phenomenon is Fear of Missing Out (FOMO), a condition characterized by concerns about being left behind in obtaining information, trends, promotions, or experiences that are perceived as important by others. Within the online shopping environment, FOMO is believed to play a significant role in stimulating impulsive purchasing behavior. This study seeks to investigate the effect of Fear of Missing Out (FOMO) on online impulsive buying behavior among Generation Z consumers. A quantitative research design was adopted, utilizing a survey-based approach for data collection. Information was gathered through questionnaires administered to Generation Z individuals who actively engage with social media and online shopping platforms. Respondents were selected using purposive sampling, and the collected data were analyzed through simple linear regression to evaluate the influence of FOMO on impulsive buying behavior. The findings of this study are expected to provide valuable implications for companies and digital marketing practitioners in understanding the psychological factors underlying consumer purchasing decisions in digital marketplaces. In addition, the research is intended to enrich the existing literature on marketing management, particularly in the fields of consumer behavior, digital marketing, and online purchasing behavior.