*Truong Hong-Ngoc

Abstract:

This investigation explores the psychological mechanisms through which fear of missing out (FOMO) drives impulsive purchasing behaviour among young TikTok Shop users, drawing on mixed-method data from 336 participants. Quantitative surveys employing Cronbach’s Alpha-validated scales (α = 0.89) revealed two dominant FOMO dimensions: Desire for Belonging, characterised by prestige sensitivity, social connectedness, and peer praise (β = 0.42, p < 0.01), and Anxiety of Isolation, manifesting through fears of alienation, social neglect, and competitive disadvantage (β = 0.38, p < 0.01). Multivariate regression analysis demonstrated these factors collectively account for 68% of variance in impulsive buying behaviour (R2 = 0.68), with qualitative interviews contextualising how platform-specific features like time-limited flash sales (reported by 75% of respondents) and influencer-curated product showcases (62%) amplify decision urgency.

Keywords: FOMO, impulsive buying, desire for belonging, prestige sensitivity, connectedness, praise from others, anxiety of isolation, being alienated, being ignored, falling behind