The Effect Of Fear Of Missing Out (FoMO) On Impulsive Buying Behavior Among University Students Who Use Social Media

Abstract

The swift expansion of social media has profoundly impacted consumer habits, especially within Generation Z, by enhancing awareness of digital trends, online advertisements, and peer engagements. A psychological phenomenon linked to this progression is the Fear of Missing Out (FoMO), which might prompt individuals to engage in impulsive buying behaviors. Consequently, this research seeks to investigate the influence of Fear of Missing Out on impulsive purchasing tendencies among university students. This study utilized a quantitative methodology through the implementation of a survey technique. Data were gathered via an online survey administered to 79 undergraduate students, with responses evaluated using a five-point Likert scale. The gathered data were examined utilizing Jamovi software, encompassing descriptive statistics, reliability assessment, and basic linear regression. The results reveal that both research tools exhibited strong reliability, as evidenced by Cronbach's Alpha values surpassing the allowed limit. Moreover, the regression analysis demonstrated that Fear of Missing Out exerts a positive and substantial influence on impulsive buying behavior, suggesting that students exhibiting greater FoMO tendencies are more like to partake in spontaneous purchasing actions. These results indicate that FoMO has emerged as a significant psychological element aff cting consumer behavior in the digital age. This research enhances the expanding body of literature on consumer behavior by presenting actual data on the correlation between Fear of Missing Out and impulsive purchasing among university students, while also suggesting avenues for future inquiry and digital marketing strategies.

Keywords: Fear of Missing Out (FoMO), Impulsive Buying, Social Media, Generation Z, Consumer Behavior