Why digital hoarding behavior occurs when engaging with user-generated content on social media

Purpose Digital hoarding, characterized by the excessive accumulation of digital materials that clutters virtual spaces, has emerged as a pervasive psychological phenomenon and behavioral challenge among contemporary youth. The purpose of this research is to identify factors affecting digital hoarding behaviors on social media when confronted with user-generated content (UGC) and then to reveal the underlying mechanisms driving this process. Design/methodology/approach An online survey with 404 participants was conducted to empirically test our proposed model using partial least squares structural equation modeling. Findings The results suggest that perceived informativeness and perceived persuasiveness of UGC serve as antecedents of fear of missing out (FoMO), which subsequently drive digital hoarding behaviors. On the other hand, information overload not only directly intensifies digital hoarding behavior, but also indirectly fuels it through FoMO. Furthermore, parasocial interaction exhibits a selective moderating effect, strengthening the influence of perceived persuasiveness on FoMO, but not that of perceived informativeness. Originality/value These findings shed light on the occurrence of digital hoarding behavior by revealing how content-quality appraisal and overload pressures jointly influence FoMO. The empirical evidence clarifies a dual-role mechanism underlying FoMO that contributes to digital hoarding tendencies. Additionally, the important role of parasocial interaction is highlighted, with emphasis on its capacity to shape the relationship between information value and FoMO within the context of UGC on social media.