The Role Of Fear Of Missing Out (Fomo) In Mediating The Effect Of Scarcity Perception On Impulse Buying
DOI:
https://doi.org/10.55606/jaemb.v5i1.5722Keywords:
Scarcity Perception, FOMO, Impulse BuyingAbstract
The digital age has introduced a new paradigm where global connectivity and instant information access are integral to everyday life. Advancements in digital technology have reshaped various aspects of human activities, including communication, work, education, and shopping. This study explores how consumers' fear of missing out (FOMO) functions as an intermediary in the interaction between perceived scarcity and impulsive purchasing behavior. The study involved 200 respondents, who were e-commerce consumers of Shopee in Denpasar. Purposive sampling was used in data collection through questionnaires. The analysis was carried out using SEM PLS 3.0. The test results reveal that scarcity perception does not have a significant influence on impulse buying. However, FOMO has a notable effect on impulse buying and serves as a mediator in the relationship between scarcity perception and impulse buying. This study is expected to enrich the literature and provide practical insights for companies in formulating marketing strategies.
References
Chen, T. Y., Yeh, T. L., & Lee, F. Y. (2021). The impact of Internet celebrity characteristics on followers’ impulse purchase behavior: the mediation of attachment and parasocial interaction. Journal of Research in Interactive Marketing, 15(3), 483–501. https://doi.org/10.1108/JRIM-09-2020-018
Dahmiri, D., Bhayangkari, S. K. W., & Fatricia, R. S. (2023). Scarcity cues, fear of missing out, and impulse buying behavior in fashion product: The role of Islamic religiosity. SERAMBI: Jurnal Ekonomi Manajemen dan Bisnis Islam, 5(2), 67-82.
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(7).
Good, M. C., & Hyman, M. R. (2020). ‘Fear of missing out’: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330-341.
Hajar, S., & Musadik, S. A. (2021). a Review: Scarcity and Impulse Buying Behavior Amid Covid-19 Pandemic. Interna-tional Journal of Business and Economy (IJBEC), 3(4), 180–189.http://myjms.mohe.gov.my/index.php/ijbecJournalwebsite:http://myjms.mohe.gov.my/index.php/ijbechttp://myjms.mohe.gov.my/index.php/ijbec
Hamizar, A., Karnudu, F., Relubun, D. A., & Saimima, S. (2024, April). Consumer impulse buying behavior based on FOMO psychology in the digital era. In International Conference of Multidisciplinary Cel: Proceeding (Vol. 1, No. 1, pp. 134-142).
Harahap, M. I., Soemitra, A., & Nawawi, Z. M. (2023). Analysis of the effect of Fear of Missing Out (FOMO) and the use of paylater application on impulse buying behavior (review of Maqashid Syariah). Manajemen Dan Bisnis, 22(2), 67-73.
Hao, S., & Huang, L. (2025). The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity. Asia Pacific Journal of Marketing and Logistics, 37(2), 441-459.
Henkel, L., Jahn, S. and Toporowski, W. (2022), “Short and sweet: effects of pop-up stores’ ephemerality on store sales”, Journal of Retailing and Consumer Services, Vol. 65, p. 102850. doi: 10.1016/j. jretconser.2021.102850.
Huang, L., Li, X., Xu, F., & Li, F. (2023). Consequences of scarcity: The impact of perceived scarcity on executive func-tioning and its neural basis. Frontiers in Neuroscience, 17, 1158544.
Hussain, S., Raza, A., Haider, A., & Ishaq, M. I. (2023). Fear of missing out and compulsive buying behavior: The mod-erating role of mindfulness. Journal of Retailing and Consumer Services, 75, 103512.
Ibrahim, M. M., Ariyanti, M., & Iskamto, D. (2025). The effect of sales promotion and hedonic shopping motivation on impulse buying behavior and the impact to customer loyalty in social commerce TikTok shop. Journal of Mul-tidisciplinary Academic Business Studies, 2(2), 399-415.
Khairunnisa, A., & Evanita, S. (2024). The influence of Limited-time Scarcity, Advertising, and E-wom on E-Impulse Buying towards virtual items in Genshin Impact. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(2), 773-784.
Li, C., Wang, Y., Lv, X., & Li, H. (2021). To buy or not to buy? The effect of time scarcity and travelexperience on tourists’ impulse buying. Annals of Tourism Research, 86, 103083. https://doi.org/10.1016/j.annals.2020.103083
Mattia, G., Di Leo, A., & Principato, L. (2021). Online Impulse Buying and Cognitive Dissonance. Cham: Springer In-ternational Publishing. https://doi.org/10.1007/978-3-030-65923-3
Musadik, S. H. S. A. (2021). A review: Scarcity and impulse buying behavior amid covid-19 pandemic. International Journal of Business and Economy, 3(4), 180-189.
Mohapatra, J. D., Mishra, P., Mahapatra, A., & Sahu, A. (2024). Exploring Consumers' Impulse Buying Behavior on Social Commerce Platforms in India: A Study Using SOR Model. IUP Journal of Marketing Management, 23(2).
Nagadeepa, C., Shirahatti, D., & N, S. (2021). Impulse Buying: Concepts, Frameworks and Consumer Insights. Tamil Nadu: Shanlax Publications. https://books.google.co.id/books/about/Impulse_Buying_Concepts_Frameworks_and_C.html?id=2-s_EAAAQBAJ&redir_esc=y
Phan, T. A., & Hoai, T. T. (2025). Chasing the scarcity: How fear of missing out and motivations drive willingness to pay in collectible markets. Journal of Marketing Communications, 1-15.
Rachman, A., Efawati, Y., & Anmoel, J. T. (2024). Understanding The Role Of FoMO (Fear of missing out) In Impulse Purchase For Smes. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 6(2), 117-134.
Radianto, A. J. V., & Kilay, T. N. (2023). Pengaruh FoMO (Fear of missing out) Dan Influencer Terhadap Niatan Untuk Membeli Pada E-commerce. Jurnal Revenue: Jurnal Ilmiah Akuntansi, 4(1), 490-495.
Redine, A., Deshpande, S., Jebarajakirthy, C., & Surachartkumtonkun, J. (2023). Impulse buying: A systematic literature review and future research directions. International Journal of Consumer Studies, 47(1), 3–41. https://doi.org/10.1111/ijcs.12862
Sutrisno, G. T., Santoso, L. S. S., & Tandjung, C. N. (2022). Bagaimana Pengaruh Scarcity Promotion Terhadap Online Impulse Purchasing. Jurnal Ilmiah Psikologi MIND SET, 13(01), 1-11.
Suwito, G. A., & Susilowati, M. W. K. (2025). Scarcity effect on impulse buying: The mediating role of arousal. Jurnal Fokus Manajemen Bisnis, 15(1), 55-69.
Tuncer, R., Sergeeva, A., Bongard-Blanchy, K., Distler, V., Doublet, S., & Koenig, V. (2024). Running out of time (rs): effects of scarcity cues on perceived task load, perceived benevolence and user experience on e-commerce sites. Behaviour & Information Technology, 43(11), 2281-2299.
Widodo, M. S. (2023, September). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling). In 20th International Symposium on Management (INSYMA 2023) (pp. 377-384). Atlantis Press.
Wu, Y., Xin, L., Li, D., Yu, J., & Guo, J. (2021). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283.
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan Sharif, S. (2021). The Impact of Scarcity of Medical Protective Products on Chinese Consumers’ Impulsive Purchasing during the COVID-19 Epidemic in China. Sustainability, 13(17), 9749. https://doi.org/10.3390/su131797
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
