FOMO (Fear Of Missing Out) and social media influencers: Exploring their impact on impulsive buying behavior among young TikTok users in Tra Vinh City

Abstract

The rapid evolution of social media platforms, particularly TikTok, has transformed consumer behavior, driving impulsive purchasing trends among young users. TikTok Shop’s innovative “shoppertainment” model seamlessly blends entertainment with shopping, fostering unplanned purchases. This study integrates the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the black box model of consumer behavior to provide a comprehensive understanding of the factors influencing impulsive buying behavior among young people in Tra Vinh City. By focusing on Fear Of Missing Out (FOMO), social media influencers, perceived enjoyment, trust, price, and discounts, and impulsiveness, the study reveals significant psychological and environmental drivers of consumer behavior in social commerce. Based on 320 valid responses, Structural Equation Modeling (SEM) reveals that FOMO and influencers enhance perceived enjoyment by 21.7% and 17.7%, respectively, significantly contributing to impulsive buying behavior. The urgency to avoid missing out and the credibility of influencers create engaging shopping experiences that encourage spontaneous purchases. Additionally, price and discounts positively impact impulsive buying, while trust strengthens consumer confidence. These insights suggest that businesses on TikTok Shop can boost customer engagement and drive sales by implementing FOMO-driven campaigns, partnering with credible influencers, and maintaining transparency in product information and customer support.