INVESTIGATING THE INFLUENCE OF FEAR OF MISSING OUT (FOMO) ON TIKTOK-BASED IMPULSIVE BUYING BEHAVIOR AMONG GENERATION Z CONSUMERS IN HO CHI MINH CITY, VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.688Keywords:
Fear of Missing Out (FOMO), impulsive buying behavior, TikTok, Generation Z.Abstract
This study aims to clarify the relationship between Fear of Missing Out (FOMO) and impulsive buying behavior among Generation Z consumers on the TikTok platform in Ho Chi Minh City. Employing a quantitative research approach through a survey of 321 respondents, the findings reveal that FOMO is significantly influenced by four key factors: viral marketing, advertising, and influencers. Furthermore, FOMO exerts a significant effect on impulsive buying behavior. The results provide practical implications for businesses in designing marketing strategies that better align with the psychological characteristics and consumption tendencies of young consumers.
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