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.
Phương et al. (Thu,) studied this question.