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Assessing the Drivers of FoMO (Fear of Missing Out) in Online Purchase Behavior Among Malaysian Online Shoppers: The Effect of Scarcity, Social Influence and Promotion

Author

Listed:
  • Mohamad Fariz Abdullah

    (Faculty of Business and Management, UiTM Puncak Alam Campus, Selangor, Malaysia)

  • Muhammad Azman Ibrahim

    (Faculty of Business and Management, UiTM Puncak Alam Campus, Selangor, Malaysia)

Abstract

Fear of Missing Out (FoMO) has emerged as a pivotal psychological phenomenon influencing consumer decision-making in digital marketplaces. This study examines the key drivers of FoMO in online shopping among Malaysian shoppers, focusing specifically on the effects of scarcity, social influence, and promotional strategies. Drawing on established theoretical frameworks and prior empirical research, the study explores how these factors interact to shape consumer online purchasing behaviour. By elucidating the mechanisms through which scarcity cues, social influence, and promotional tactics amplify FoMO, the research offers deeper insights into consumer psychology in digital retail and practical implications for marketing strategy. A quantitative research design will be adopted, employing quota sampling to recruit Malaysian online shoppers. Data will be collected via self-administered questionnaires using a five-point Likert scale. Partial Least Squares Structural Equation Modelling (PLS-SEM) will be applied to assess the hypothesized relationships among scarcity, social influence, promotion, FoMO, and online purchase behavior. The findings are anticipated to provide practical insights for digital marketers on designing strategies that leverage FoMO to boost consumer engagement and sales. Theoretically, the study reinforces the applicability of the S-O-R model by positioning FoMO as a key organism mediating the effects of external stimuli on consumer purchasing decisions in the Malaysian e-commerce context.

Suggested Citation

  • Mohamad Fariz Abdullah & Muhammad Azman Ibrahim, 2025. "Assessing the Drivers of FoMO (Fear of Missing Out) in Online Purchase Behavior Among Malaysian Online Shoppers: The Effect of Scarcity, Social Influence and Promotion," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 6079-6090, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:6079-6090
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    References listed on IDEAS

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