Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada
This study investigated the psychological mechanism through which Fear of Missing Out (FoMO) influenced consumers’ preferential hunting behavior on two leading e-commerce platforms in Vietnam: Shopee and Lazada. Drawing on an integrated theoretical framework combining FoMO theory, self-determinatio...
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| Format: | Article |
| Language: | English |
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Riga Technical University Press
2025-07-01
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| Series: | Complex Systems Informatics and Modeling Quarterly |
| Subjects: | |
| Online Access: | https://csimq-journals.rtu.lv/csimq/article/view/315 |
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| author | Nguyen Duy Phuong Bui Thanh Khoa Pham Chau Thanh |
| author_facet | Nguyen Duy Phuong Bui Thanh Khoa Pham Chau Thanh |
| author_sort | Nguyen Duy Phuong |
| collection | DOAJ |
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This study investigated the psychological mechanism through which Fear of Missing Out (FoMO) influenced consumers’ preferential hunting behavior on two leading e-commerce platforms in Vietnam: Shopee and Lazada. Drawing on an integrated theoretical framework combining FoMO theory, self-determination theory, scarcity theory, social influence theory, and perceived value theory, the research examined how FoMO affected deal-seeking intentions and behaviors through multiple pathways. A structural equation model was developed and tested using data collected from Vietnamese e-commerce users through an online survey. The analysis revealed that FoMO significantly influenced perceived scarcity, perceived benefits, and consumer sentiment, which subsequently shaped deal-seeking intention and actual preferential hunting behavior. The model demonstrated substantial explanatory power for both deal-seeking intention and preferential hunting behavior. Additionally, social influence and online shopping experience were confirmed as significant moderators, with social influence amplifying FoMO’s effects on perceptions and experience, strengthening the intention-behavior relationship. The findings advanced theoretical understanding of FoMO in commercial contexts and provided actionable insights for designing psychologically attuned promotional strategies in emerging e-commerce markets.
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| format | Article |
| id | doaj-art-262bfbea99054a51bb3944ab175ad4b3 |
| institution | DOAJ |
| issn | 2255-9922 |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Riga Technical University Press |
| record_format | Article |
| series | Complex Systems Informatics and Modeling Quarterly |
| spelling | doaj-art-262bfbea99054a51bb3944ab175ad4b32025-08-20T02:52:41ZengRiga Technical University PressComplex Systems Informatics and Modeling Quarterly2255-99222025-07-014310.7250/csimq.2025-43.03Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and LazadaNguyen Duy Phuong0https://orcid.org/0000-0002-3588-5799Bui Thanh Khoa1https://orcid.org/0000-0002-9878-2164Pham Chau Thanh2https://orcid.org/0009-0007-1121-0109Faculty of Business Administration, Industrial University of Ho Chi Minh City 12 Nguyen Van Bao Street, Hanh Thong Ward, HCMC, VietnamBusiness and Management Research Group, Industrial University of Ho Chi Minh City, 12 Nguyen Van Bao Street, Hanh Thong Ward, HCMC, VietnamFaculty of Management-Marketing, Gia Dinh University, 371 Nguyen Kiem, Hanh Thong Ward, HCMC, Vietnam This study investigated the psychological mechanism through which Fear of Missing Out (FoMO) influenced consumers’ preferential hunting behavior on two leading e-commerce platforms in Vietnam: Shopee and Lazada. Drawing on an integrated theoretical framework combining FoMO theory, self-determination theory, scarcity theory, social influence theory, and perceived value theory, the research examined how FoMO affected deal-seeking intentions and behaviors through multiple pathways. A structural equation model was developed and tested using data collected from Vietnamese e-commerce users through an online survey. The analysis revealed that FoMO significantly influenced perceived scarcity, perceived benefits, and consumer sentiment, which subsequently shaped deal-seeking intention and actual preferential hunting behavior. The model demonstrated substantial explanatory power for both deal-seeking intention and preferential hunting behavior. Additionally, social influence and online shopping experience were confirmed as significant moderators, with social influence amplifying FoMO’s effects on perceptions and experience, strengthening the intention-behavior relationship. The findings advanced theoretical understanding of FoMO in commercial contexts and provided actionable insights for designing psychologically attuned promotional strategies in emerging e-commerce markets. https://csimq-journals.rtu.lv/csimq/article/view/315Fear of Missing Out (FoMO)Preferential Hunting BehaviorDeal-Seeking IntentionScarcity PerceptionConsumer SentimentSocial Influence |
| spellingShingle | Nguyen Duy Phuong Bui Thanh Khoa Pham Chau Thanh Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada Complex Systems Informatics and Modeling Quarterly Fear of Missing Out (FoMO) Preferential Hunting Behavior Deal-Seeking Intention Scarcity Perception Consumer Sentiment Social Influence |
| title | Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada |
| title_full | Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada |
| title_fullStr | Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada |
| title_full_unstemmed | Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada |
| title_short | Fear of Missing Out (FoMO) and Preferential Hunting Behavior on E-Commerce Platforms: A Case Study of Shopee and Lazada |
| title_sort | fear of missing out fomo and preferential hunting behavior on e commerce platforms a case study of shopee and lazada |
| topic | Fear of Missing Out (FoMO) Preferential Hunting Behavior Deal-Seeking Intention Scarcity Perception Consumer Sentiment Social Influence |
| url | https://csimq-journals.rtu.lv/csimq/article/view/315 |
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