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Introduction <p>In digital luxury markets, consumer behavior is increasingly shaped by psychological and social factors beyond traditional status cues. Constructs such as scarcity, the need for uniqueness (NFU), fear of missing out (FoMO), and social comparison play a central role in influencing the intentions of younger consumers, yet their interactive effects remain underexplored.</p> Purpose and importance <p>This study investigates how scarcity and NFU affect luxury purchase intention among Millennials (Gen Y) and Gen Z, with FoMO and social comparison examined as moderating variables. The research addresses a theoretical gap by examining how digital-era emotional and identity-related factors alter luxury consumption behavior.</p> Theoretical framework <p>The study integrates commodity theory, NFU theory, self-determination theory (SDT), and social comparison theory within a Stimulus-Organism-Response (SOR) model. This framework enables analysis of the interplay between external stimuli, internal psychological states, and behavioral outcomes.</p> Methodology <p>A between-subjects experimental design was employed using four manipulated scenarios and a sample of 208 respondents. Structural equation modeling (SEM) and Hayes’ PROCESS macro were applied to test main and moderating effects.</p> Findings <p>NFU significantly predicts luxury purchase intention, with FoMO strengthening this effect. In contrast, scarcity and social comparison did not exhibit significant direct or moderating influence.</p> Contributions <p>The study extends SDT by positioning FoMO as a context-sensitive extrinsic moderator and challenges the universal application of commodity theory. Practically, it recommends identity-driven, emotionally resonant branding strategies over traditional scarcity appeals, aligning with SDG 9 through innovative and sustainable digital engagement.</p>

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The impact of scarcity and uniqueness on luxury products purchasing intention moderated by FoMO and social comparison

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2025年8月23日

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  • Tariq Abdrabbo,
  • Fandi Omeish,
  • Faisal Kokash,
  • Mahmoud Alghizzawi,
  • Salsabila Aisyah Alfaiza

摘要

Introduction

In digital luxury markets, consumer behavior is increasingly shaped by psychological and social factors beyond traditional status cues. Constructs such as scarcity, the need for uniqueness (NFU), fear of missing out (FoMO), and social comparison play a central role in influencing the intentions of younger consumers, yet their interactive effects remain underexplored.

Purpose and importance

This study investigates how scarcity and NFU affect luxury purchase intention among Millennials (Gen Y) and Gen Z, with FoMO and social comparison examined as moderating variables. The research addresses a theoretical gap by examining how digital-era emotional and identity-related factors alter luxury consumption behavior.

Theoretical framework

The study integrates commodity theory, NFU theory, self-determination theory (SDT), and social comparison theory within a Stimulus-Organism-Response (SOR) model. This framework enables analysis of the interplay between external stimuli, internal psychological states, and behavioral outcomes.

Methodology

A between-subjects experimental design was employed using four manipulated scenarios and a sample of 208 respondents. Structural equation modeling (SEM) and Hayes’ PROCESS macro were applied to test main and moderating effects.

Findings

NFU significantly predicts luxury purchase intention, with FoMO strengthening this effect. In contrast, scarcity and social comparison did not exhibit significant direct or moderating influence.

Contributions

The study extends SDT by positioning FoMO as a context-sensitive extrinsic moderator and challenges the universal application of commodity theory. Practically, it recommends identity-driven, emotionally resonant branding strategies over traditional scarcity appeals, aligning with SDG 9 through innovative and sustainable digital engagement.