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This study investigates the complex interplay between Fear of Missing Out (FoMO), social connection, social commerce usage intensity, and purchase intentions within the context of fast-moving consumer goods (FMCG) in Ho Chi Minh City, Vietnam. Employing a quantitative research design, a survey was administered to 310 FMCG customers, and the resulting data were analyzed using structural equation modeling (SEM) with AMOS software. The findings reveal that FoMO significantly influences purchase intentions, demonstrating its potent role in driving consumer behavior within social commerce platforms. However, the analysis also indicates that FoMO negatively impacts both social commerce usage intensity and perceived social connection. This suggests that while FoMO can stimulate immediate purchase decisions, it may simultaneously erode the social aspects of online shopping. The study underscores the importance of understanding the dual nature of FoMO in the digital marketplace, highlighting its implications for businesses seeking to optimize social commerce strategies and foster sustainable consumer engagement.

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The Digital Health with the Psychology of Fear of Missing Out in Electronic Commerce: Implications for Social Commerce and Purchase Intentions

  • 会议论文

  • 发表日期：

    2025年

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  • Nguyen Duy Phuong,
  • Nguyen Minh Tuan,
  • Le Dao Ngoc Thanh,
  • Bui Thanh Khoa

摘要

This study investigates the complex interplay between Fear of Missing Out (FoMO), social connection, social commerce usage intensity, and purchase intentions within the context of fast-moving consumer goods (FMCG) in Ho Chi Minh City, Vietnam. Employing a quantitative research design, a survey was administered to 310 FMCG customers, and the resulting data were analyzed using structural equation modeling (SEM) with AMOS software. The findings reveal that FoMO significantly influences purchase intentions, demonstrating its potent role in driving consumer behavior within social commerce platforms. However, the analysis also indicates that FoMO negatively impacts both social commerce usage intensity and perceived social connection. This suggests that while FoMO can stimulate immediate purchase decisions, it may simultaneously erode the social aspects of online shopping. The study underscores the importance of understanding the dual nature of FoMO in the digital marketplace, highlighting its implications for businesses seeking to optimize social commerce strategies and foster sustainable consumer engagement.