How do customers perceive impulse buying prompted by social media stalking and fomo (fear of missing out)? Investigating the chain effects on repurchase behavior

Abstract

FOMO is an increasingly common phenomenon in research, the number of studies on fear of missing out (FOMO) has increased along with the increasing diversity of phenomena discussed. However, there are not many studies investigating external factors that directly and indirectly impact FOMO and lead to repurchase behavior. This study is to analyze the influence of customer satisfaction from a previous impulsive purchase of a product/service on repurchase behavior under the impact of FOMO psychology. The type of study is quantitative. 716 online responses were collected, and data was analyzed by a structural equation model. The results of this study indicate that Need to Belong, Social Media Stalking, Anticipated Envy, and Anticipated Elation have a positive and significant effect on FOMO. In addition, the findings point to the impact of social networks on consumer behavior, consumers will be greatly impacted by impulsive purchase behavior under the influence of FOMO. The results show that with FOMO’s influence if the product meets customers' expectations about the values they desire and satisfies them, customers will tend to repeat the purchase behavior to maintain these feelings of hedonism. The findings are useful for applying the relationship between FOMO and consumption to support decision-makers regarding purchase behavior strategies