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<p>This study uses the Theory of Planned Behavior to analyze consumer purchase intentions in flash-sale contexts that naturally evoke fear of missing out (FOMO), emphasizing the functioning of attitudinal, normative, and control-related mechanisms rather than treating FOMO as an independent construct. The research investigates how perceived benefits, perceived costs, social proof, ease of purchase, and time risk influence attitudes, subjective norms, and perceived behavioral control, ultimately shaping consumers’ purchase intentions in online shopping settings. So, FOMO functions as a contextual psychological mechanism activated by flash-sale characteristics, shaping the beliefs underlying attitudes, subjective norms, and perceived behavioral control. A quantitative research design was employed with purposive sampling. Data were collected from consumers who frequently make online purchases through platforms such as Daraz, Chaldal.com, Amazon, and Alibaba. A total of 327 valid responses were analyzed using Structural Equation Modeling (SEM) in SmartPLS to test hypothesized direct and indirect relationships. The results indicate that PB has a significant influence on ATFS (β = 0.383, <i>p</i> &lt; 0.001), while PC also exerts a positive effect (β = 0.348, <i>p</i> &lt; 0.001). SP strongly predicts SN (β = 0.720, <i>p</i> &lt; 0.001), and both EP (β = 0.391, <i>p</i> &lt; 0.001) and TR (β = 0.514, <i>p</i> &lt; 0.001) have significant effects on PBC. In turn, ATFS (β = 0.243, <i>p</i> &lt; 0.001), SN (β = 0.320, <i>p</i> &lt; 0.001), and PBC (β = 0.368, <i>p</i> &lt; 0.001) significantly predict purchase intention. The mediation analysis further confirmed the presence of indirect relationships, providing robust empirical evidence for the FOMO mechanism in online shopping behavior. It highlights how perceived benefits, social proof, and ease of purchase can be strategically leveraged to enhance purchase intention. Practically, marketers should emphasize time-limited offers, social validation cues, and streamlined purchasing processes to stimulate consumer urgency and engagement in competitive e-commerce settings.</p>

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Fear of missing out (FOMO) in flash sales contexts: determinants of purchase intention

  • 期刊论文

  • 发表日期：

    2026年1月28日

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  • Md. Asaduzzaman Babu,
  • Md. Abdur Rouf,
  • Md. Abubakar Siddique,
  • Md. Shaikh Shakib,
  • Farzana Yasmin

摘要

This study uses the Theory of Planned Behavior to analyze consumer purchase intentions in flash-sale contexts that naturally evoke fear of missing out (FOMO), emphasizing the functioning of attitudinal, normative, and control-related mechanisms rather than treating FOMO as an independent construct. The research investigates how perceived benefits, perceived costs, social proof, ease of purchase, and time risk influence attitudes, subjective norms, and perceived behavioral control, ultimately shaping consumers’ purchase intentions in online shopping settings. So, FOMO functions as a contextual psychological mechanism activated by flash-sale characteristics, shaping the beliefs underlying attitudes, subjective norms, and perceived behavioral control. A quantitative research design was employed with purposive sampling. Data were collected from consumers who frequently make online purchases through platforms such as Daraz, Chaldal.com, Amazon, and Alibaba. A total of 327 valid responses were analyzed using Structural Equation Modeling (SEM) in SmartPLS to test hypothesized direct and indirect relationships. The results indicate that PB has a significant influence on ATFS (β = 0.383, p < 0.001), while PC also exerts a positive effect (β = 0.348, p < 0.001). SP strongly predicts SN (β = 0.720, p < 0.001), and both EP (β = 0.391, p < 0.001) and TR (β = 0.514, p < 0.001) have significant effects on PBC. In turn, ATFS (β = 0.243, p < 0.001), SN (β = 0.320, p < 0.001), and PBC (β = 0.368, p < 0.001) significantly predict purchase intention. The mediation analysis further confirmed the presence of indirect relationships, providing robust empirical evidence for the FOMO mechanism in online shopping behavior. It highlights how perceived benefits, social proof, and ease of purchase can be strategically leveraged to enhance purchase intention. Practically, marketers should emphasize time-limited offers, social validation cues, and streamlined purchasing processes to stimulate consumer urgency and engagement in competitive e-commerce settings.