The surge of Mega Livestreams and Fomo simultaneously shift consumer buying behaviours

Abstract

Purpose: FOMO (Fear of Missing Out) is increasingly common among young people due to the rapid growth of the Internet, particularly social media. Moreover, FOMO significantly influences consumers' purchase intentions, prompting many e-commerce platforms to leverage FOMO-driven strategies to boost sales, especially during flash sales. This study, therefore, aims to explore the impact of FOMO appeals on purchasing behaviours within the context of livestream shopping among people in Ho Chi Minh in all ages. Research design/data/methodology: The TPB theory the relationship between the factors affecting FOMO and the post-influenced consumer response process. Collected data are processed by tests and regression models in SPSS and SmartPLS 4.1.0. Our study collected 421 responses from Vietnamese between 16 and 50 years old. Findings: Our results revealed that FOMO is significantly affected by both Limited Quantity and Limited Time Scarcity; however, Trust in influencers does not strengthen Limited Time Scarcity and FOMO, but Trust in influencers slightly affects the relationship between the relationship of Limited Quantity Scarcity and FOMO. Furthermore, the findings show that FOMO strongly effects Puschase Intention which positively leads to positive Purchasing Behaviours. Conclusions: Our findings show that the characteritics of livestream shopping remarkable influence on FOMO, also Trust in influencers . In order to increase the growth rate, e-commerce businesses should consider applying factors to raise FOMO of young customers during the flash sale.