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28/04/2026
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Nguyen, T. B. M., Khuc, D. N., Tran, D. T., Ha, T. T. H., Dang, T. M. L., Tran, T. A., & Duong, T. T. T. (2026). The impact of FOMO and promotional programs on online purchasing intention and decisions of Generation Z in Ho Chi Minh City. Dong Thap University Journal of Science, 15(9), 109-122. https://doi.org/10.52714/dthu.sch.2638.1812
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The impact of FOMO and promotional programs on online purchasing intention and decisions of Generation Z in Ho Chi Minh City
Main Article Content
Abstract
This study aims to investigate the impact of the Fear of Missing Out (FOMO) and promotional programs on the online purchasing decisions of Generation Z in Ho Chi Minh City. Drawing upon the Theory of Planned Behavior, this study proposes an FOMO-based model and promotional programs influence online purchase intention, which subsequently affects actual purchasing behavior. Data were collected from 192 Gen Z consumers currently residing, studying, or working in Ho Chi Minh City through an online survey. The dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The empirical results reveal that both FOMO and promotional programs exert a statistically significant and positive effect on online purchase intention and behavior. Based on these findings, this study proposed several practical solutions to help businesses enhance marketing effectiveness by leveraging FOMO and designing appealing promotional strategies. These solutions aim to improve the consumer experience and stimulate purchasing behavior; thereby contributing to increased engagement and stronger loyalty among young consumers in the context of e-commerce.
Keywords
FOMO, Generation Z, Online shopping, Promotional programs.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
References
Abel, J. P., Buff, C. L., & Burr, S. A. (2016). Social media and the fear of missing out: Scale development and assessment. Journal of business & economics research, 14(1), 33–44. https://doi.org/10.19030/jber.v14i1.9554
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. http://dx.doi.org/10.1016/0749-5978(91)90020-T
Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behaviour in marketing context: A systematic literature review. Cogent Business & Management, 10(3), 2250033. https://doi.org/10.1080/23311975.2023.2250033
Askari, M., & Rashid, R. M. (2024). FOMO: a hazard or an opportunity, its impact on Fashion Buying, with the Mediating effect of anxiety and the role of Conspicuous sharing: FOMO and Fashion Buying. Journal of Business & Tourism, 10(02), 39-55. https://doi.org/10.34260/jbt.v10i02.300
Azhar, A. (2025). The role of fear of missing out in mediating the effect of twin date event promotion e-commerce Shopee against impulsive buying tendency. Pedagogic Research-Applied Literacy Journal, 2(1), 209-219. https://doi.org/10.70574/p8k0fz64
Balakrishnan, V., Ng, K. S., & Rahim, H. A. (2021). To share or not to share – The underlying motives of sharing fake news amidst the COVID-19 pandemic in Malaysia. Technology in Society, 66, 101676. https://doi. org/10.1016/j.techsoc.2021.101676
Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626-641. https://doi.org/10.1002/bse.3509
Christy, C. C. (2022). FoMO di media sosial dan e-WoM: Pertimbangan berbelanja daring pada marketplace. Jurnal Studi Komunikasi, 6(1), 75–84. https://doi.org/10.25139/jsk.v6i1.3742
Emre, İ. E., & Köse, G. G. (2025). Understanding fear of missing out phenomena and social media using bibliometric analysis (2013–2023). Öneri Dergisi, 20(63), 197-225. https://doi.org/10.14783/maruoneri.1586241
Erlinda, V., & Fatmawati, I. (2025). Bibliometric analysis of publication trends in the Scopus database on the theme fear of missing out to consumers behavior. Multidisciplinary Reviews, 8(3), 2025070-2025070. https://doi.org/10.31893/multirev.2025070
Hassim, N., Hasmadi, M. H. N., & Sharipudin, M. N. (2020). Social media or social comparison? An analysis of Instagram use among Malaysian youth. SEARCH Journal of Media and Communication Research, 12(The Sixth International Conference in Communication and Media – ICOME’18), 33–45.
Herman, D. (2000). Introducing short-term brands: A new branding tool for a new consumer reality. Journal of Brand Management, 7(5), 330-340. http://dx.doi.org/10.1057/bm.2000.23
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Kang, I., Zhang, Y., & Yoo, S. (2020). Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior. Sustainability, 12(19), 7962. https://doi.org/10.3390/su12197962
Konni (2025). Bẫy tâm lý FOMO Marketing – Hội chứng sợ bỏ lỡ trong khuyến mãi. Truy cập ngày 31/08/2023, từ https://konni39.vn/fomo-marketing-hoi-chung-so-bo-lo-trong-khuyen-mai/
Kornsupkit, T., & Shoosanuk, A. (2025). Fomo and antecedents of intention to purchase new smartphones among Thai teenagers from the perspective of the theory of planned behavior: A systematic literature review. วารสาร สห วิทยาการ สังคมศาสตร์ และ การ สื่อสาร, 8(1), 271–290.
Lamba, S. S. (2021). Fomo: marketing to millennials. Notion Press.
Maharani, D., ZA, S. Z., Asnawati, A., Putra, J. E., & Desembrianita, E. (2024). The Influence Of Fear Of Missing Out (Fomo) On Impulse Buying With Product Uniqueness As A Moderating Variable. Jurnal Ilmiah Edunomika, 8(3). http://jurnal.stie-aas.ac.id/index.php/jie/article/view/14309
Nasr, S. A., Sunitiyoso, Y., & Suhaimi, H. (2023). The effect of fear of missing out on buying and post-purchasing behaviour toward Indonesia’s Generation Z online shoppers (Case study: E-commerce Indonesia). International Journal of Current Science Research and Review, 6(09), 6246-62.https://doi.org/10.47191/ijcsrr/v6-i9-15
Nguyễn, T. P. G., Nguyễn, T. T. T., Nguyễn, T. T. A., Trương, T. N. D., Huỳnh, B. N. H., & Thái, Đ. T. (2024). The influence of promotional programs and key factors on e commerce purchasing behaviour among students in Southern Vietnam. Journal of Applied Economic Sciences (JAES), 2(84), 209–227. https://doi.org/10.57017/jaes.v19.2(84).08
Nguyễn, D. P., Bùi, T. K., & Nguyễn, M. T. (2025). Khai thác hội chứng “sợ bỏ lỡ” trong hoạt động tiếp thị – Thực trạng và giải pháp quản lý. Tạp chí Quản lý nhà nước. https://www.quanlynhanuoc.vn/2025/02/18/khai-thac-hoi-chung-so-bo-lo-trong-hoat-dong-tiep-thi-thuc-trang-va-giai-phap-quan-ly/
Oxford University Press. (2013). FOMO. In Oxford English Dictionary. Oxford University Press.
Pane, H. P., Luthfi, S., Ismail Napitupulu, S. H., & Situmorang, B. K. F. S. (2024). The Psychological Pull of FoMO in Consumer Behavior: a Literature. International Journal of Economics and Management Sciences, 1(4), 402–418. https://doi.org/10.61132/ijems.v1i4.373
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 30(1) 115-143. https://doi.org/10.2307/25148720
Prastowo, S. L., & Nur, M. (2023). The Influence of e-Promotion, Trust, Convenience, and e-WOM on Purchase Decision with Consumer Behavior as a Mediator. Perfect Education Fairy, 1(2), 54-68. https://doi.org/10.56442/pef.v1i2.307
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), 1841-1848. https://doi.org/10.1016/j.chb.2013.02.014
Quảng, T. P. (2024) Tác động của chương trình khuyến mãi và nỗi sợ bị bỏ lỡ đến quyết định mua sắm bốc đồng của phụ nữ trẻ khi xem livestream mỹ phẩm trên TikTok. Tạp chí kinh tế và dự báo. https://kinhtevadubao.vn/tac-dong-cua-chuong-trinh-khuyen-mai-va-noi-so-bi-bo-lo-den-quyet-dinh-mua-sam-boc-dong-cua-phu-nu-tre-khi-xem-livestream-my-pham-tren-tiktok-29350.html
Solaiman, S., & Pangaribuan, C. H. (2024). The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO (Fear of Missing Out) as A Mediating Variable (Empirical Study: Cupika Online Store Customers). International Journal of Economics (IJEC), 3(2), 906–918. https://doi.org/10.55299/ijec.v3i2.1006
Tanrikulu, G., & Mouratidis, A. (2023). Life aspirations, school engagement, social anxiety, social media use and fear of missing out among adolescents. Current Psychology, 42(32), 28689-28699. https://doi.org/10.1007/s12144-022-03917-y
Taylor, D.G. (2019). Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 857–85. https://doi.org/10.1007/978-3-030-02568-7_234
Trần, T. A., Lục, T. T., & Huỳnh, N. N. (2024). Ứng dụng mô hình UTAUT2 và nhận thức rủi ro: Nghiên cứu hành vi mua sắm nông sản tươi trực tuyến tại Thành phố Hồ Chính Minh, Việt Nam. Tạp chí Nghiên cứu Tài chính-Marketing, 15(9), 91-106. http://dx.doi.org/10.52932/jfm.v15i9.482
Trần, T. N. L., & Trần, T. T. (2023). Yếu tố ảnh hưởng đến hành vi mua hàng ngẫu hứng qua thương mại điện tử của giới trẻ tại Thành phố Hồ Chí Minh. Tạp chí tài chính. https://tapchitaichinh.vn/yeu-to-anh-huong-den-hanh-vi-mua-hang-ngau-hung-qua-thuong-mai-dien-tu-cua-gioi-tre-tai-tp-ho-chi-minh.html
Trần, V. T., Nguyễn, T. T. H., Huỳnh, H. H., Lò, T. M. N., & Ngô, V. Q. (2022). Hội chứng FOMO ở sinh viên tại TP.HCM – Thực trạng và giải pháp. Tạp san Sinh viên Nghiên cứu Khoa học, 12, 301-307Trường Đại học Công nghiệp Hà Nội. https://khcn.haui.edu.vn/media/KHCN/Tap%20san%20SV%20NCKH%20so%2012/71.pdf
Wang, P., Ouyang, M., Yin, L., Ye, C., Wang, W., Yang, X., & Wang, W. (2024). Gender differences in the relationship between parent-adolescent attachment anxiety and adolescent short-form video addiction: the mediating role of fear of missing out. Current Psychology, 43(29), 24216-24228. https://doi.org/10.1007/s12144-024-06060-y
Widodo, M. S. (2023). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling). In 20th International Symposium on Management (INSYMA 2023) (pp. 377-384). Atlantis Press.
Wilis, R. A., & Widyastuti, D. A. (2025). FoMO in digital marketing strategy related to the innovation diffusion process. International Journal of Economics and Management Sciences, 2(1), 253–262. https://doi.org/10.61132/ijems.v2i1.464
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. http://dx.doi.org/10.1016/0749-5978(91)90020-T
Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behaviour in marketing context: A systematic literature review. Cogent Business & Management, 10(3), 2250033. https://doi.org/10.1080/23311975.2023.2250033
Askari, M., & Rashid, R. M. (2024). FOMO: a hazard or an opportunity, its impact on Fashion Buying, with the Mediating effect of anxiety and the role of Conspicuous sharing: FOMO and Fashion Buying. Journal of Business & Tourism, 10(02), 39-55. https://doi.org/10.34260/jbt.v10i02.300
Azhar, A. (2025). The role of fear of missing out in mediating the effect of twin date event promotion e-commerce Shopee against impulsive buying tendency. Pedagogic Research-Applied Literacy Journal, 2(1), 209-219. https://doi.org/10.70574/p8k0fz64
Balakrishnan, V., Ng, K. S., & Rahim, H. A. (2021). To share or not to share – The underlying motives of sharing fake news amidst the COVID-19 pandemic in Malaysia. Technology in Society, 66, 101676. https://doi. org/10.1016/j.techsoc.2021.101676
Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(2), 626-641. https://doi.org/10.1002/bse.3509
Christy, C. C. (2022). FoMO di media sosial dan e-WoM: Pertimbangan berbelanja daring pada marketplace. Jurnal Studi Komunikasi, 6(1), 75–84. https://doi.org/10.25139/jsk.v6i1.3742
Emre, İ. E., & Köse, G. G. (2025). Understanding fear of missing out phenomena and social media using bibliometric analysis (2013–2023). Öneri Dergisi, 20(63), 197-225. https://doi.org/10.14783/maruoneri.1586241
Erlinda, V., & Fatmawati, I. (2025). Bibliometric analysis of publication trends in the Scopus database on the theme fear of missing out to consumers behavior. Multidisciplinary Reviews, 8(3), 2025070-2025070. https://doi.org/10.31893/multirev.2025070
Hassim, N., Hasmadi, M. H. N., & Sharipudin, M. N. (2020). Social media or social comparison? An analysis of Instagram use among Malaysian youth. SEARCH Journal of Media and Communication Research, 12(The Sixth International Conference in Communication and Media – ICOME’18), 33–45.
Herman, D. (2000). Introducing short-term brands: A new branding tool for a new consumer reality. Journal of Brand Management, 7(5), 330-340. http://dx.doi.org/10.1057/bm.2000.23
Hodkinson, C. (2019). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
Kang, I., Zhang, Y., & Yoo, S. (2020). Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior. Sustainability, 12(19), 7962. https://doi.org/10.3390/su12197962
Konni (2025). Bẫy tâm lý FOMO Marketing – Hội chứng sợ bỏ lỡ trong khuyến mãi. Truy cập ngày 31/08/2023, từ https://konni39.vn/fomo-marketing-hoi-chung-so-bo-lo-trong-khuyen-mai/
Kornsupkit, T., & Shoosanuk, A. (2025). Fomo and antecedents of intention to purchase new smartphones among Thai teenagers from the perspective of the theory of planned behavior: A systematic literature review. วารสาร สห วิทยาการ สังคมศาสตร์ และ การ สื่อสาร, 8(1), 271–290.
Lamba, S. S. (2021). Fomo: marketing to millennials. Notion Press.
Maharani, D., ZA, S. Z., Asnawati, A., Putra, J. E., & Desembrianita, E. (2024). The Influence Of Fear Of Missing Out (Fomo) On Impulse Buying With Product Uniqueness As A Moderating Variable. Jurnal Ilmiah Edunomika, 8(3). http://jurnal.stie-aas.ac.id/index.php/jie/article/view/14309
Nasr, S. A., Sunitiyoso, Y., & Suhaimi, H. (2023). The effect of fear of missing out on buying and post-purchasing behaviour toward Indonesia’s Generation Z online shoppers (Case study: E-commerce Indonesia). International Journal of Current Science Research and Review, 6(09), 6246-62.https://doi.org/10.47191/ijcsrr/v6-i9-15
Nguyễn, T. P. G., Nguyễn, T. T. T., Nguyễn, T. T. A., Trương, T. N. D., Huỳnh, B. N. H., & Thái, Đ. T. (2024). The influence of promotional programs and key factors on e commerce purchasing behaviour among students in Southern Vietnam. Journal of Applied Economic Sciences (JAES), 2(84), 209–227. https://doi.org/10.57017/jaes.v19.2(84).08
Nguyễn, D. P., Bùi, T. K., & Nguyễn, M. T. (2025). Khai thác hội chứng “sợ bỏ lỡ” trong hoạt động tiếp thị – Thực trạng và giải pháp quản lý. Tạp chí Quản lý nhà nước. https://www.quanlynhanuoc.vn/2025/02/18/khai-thac-hoi-chung-so-bo-lo-trong-hoat-dong-tiep-thi-thuc-trang-va-giai-phap-quan-ly/
Oxford University Press. (2013). FOMO. In Oxford English Dictionary. Oxford University Press.
Pane, H. P., Luthfi, S., Ismail Napitupulu, S. H., & Situmorang, B. K. F. S. (2024). The Psychological Pull of FoMO in Consumer Behavior: a Literature. International Journal of Economics and Management Sciences, 1(4), 402–418. https://doi.org/10.61132/ijems.v1i4.373
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS quarterly, 30(1) 115-143. https://doi.org/10.2307/25148720
Prastowo, S. L., & Nur, M. (2023). The Influence of e-Promotion, Trust, Convenience, and e-WOM on Purchase Decision with Consumer Behavior as a Mediator. Perfect Education Fairy, 1(2), 54-68. https://doi.org/10.56442/pef.v1i2.307
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), 1841-1848. https://doi.org/10.1016/j.chb.2013.02.014
Quảng, T. P. (2024) Tác động của chương trình khuyến mãi và nỗi sợ bị bỏ lỡ đến quyết định mua sắm bốc đồng của phụ nữ trẻ khi xem livestream mỹ phẩm trên TikTok. Tạp chí kinh tế và dự báo. https://kinhtevadubao.vn/tac-dong-cua-chuong-trinh-khuyen-mai-va-noi-so-bi-bo-lo-den-quyet-dinh-mua-sam-boc-dong-cua-phu-nu-tre-khi-xem-livestream-my-pham-tren-tiktok-29350.html
Solaiman, S., & Pangaribuan, C. H. (2024). The Influence of Hedonic Motivation and Influencer Marketing on Purchasing Decisions with FOMO (Fear of Missing Out) as A Mediating Variable (Empirical Study: Cupika Online Store Customers). International Journal of Economics (IJEC), 3(2), 906–918. https://doi.org/10.55299/ijec.v3i2.1006
Tanrikulu, G., & Mouratidis, A. (2023). Life aspirations, school engagement, social anxiety, social media use and fear of missing out among adolescents. Current Psychology, 42(32), 28689-28699. https://doi.org/10.1007/s12144-022-03917-y
Taylor, D.G. (2019). Social Media Usage, FOMO, and Conspicuous Consumption: An Exploratory Study: An Abstract. In: Rossi, P., Krey, N. (eds) Finding New Ways to Engage and Satisfy Global Customers. AMSWMC 2018. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 857–85. https://doi.org/10.1007/978-3-030-02568-7_234
Trần, T. A., Lục, T. T., & Huỳnh, N. N. (2024). Ứng dụng mô hình UTAUT2 và nhận thức rủi ro: Nghiên cứu hành vi mua sắm nông sản tươi trực tuyến tại Thành phố Hồ Chính Minh, Việt Nam. Tạp chí Nghiên cứu Tài chính-Marketing, 15(9), 91-106. http://dx.doi.org/10.52932/jfm.v15i9.482
Trần, T. N. L., & Trần, T. T. (2023). Yếu tố ảnh hưởng đến hành vi mua hàng ngẫu hứng qua thương mại điện tử của giới trẻ tại Thành phố Hồ Chí Minh. Tạp chí tài chính. https://tapchitaichinh.vn/yeu-to-anh-huong-den-hanh-vi-mua-hang-ngau-hung-qua-thuong-mai-dien-tu-cua-gioi-tre-tai-tp-ho-chi-minh.html
Trần, V. T., Nguyễn, T. T. H., Huỳnh, H. H., Lò, T. M. N., & Ngô, V. Q. (2022). Hội chứng FOMO ở sinh viên tại TP.HCM – Thực trạng và giải pháp. Tạp san Sinh viên Nghiên cứu Khoa học, 12, 301-307Trường Đại học Công nghiệp Hà Nội. https://khcn.haui.edu.vn/media/KHCN/Tap%20san%20SV%20NCKH%20so%2012/71.pdf
Wang, P., Ouyang, M., Yin, L., Ye, C., Wang, W., Yang, X., & Wang, W. (2024). Gender differences in the relationship between parent-adolescent attachment anxiety and adolescent short-form video addiction: the mediating role of fear of missing out. Current Psychology, 43(29), 24216-24228. https://doi.org/10.1007/s12144-024-06060-y
Widodo, M. S. (2023). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling). In 20th International Symposium on Management (INSYMA 2023) (pp. 377-384). Atlantis Press.
Wilis, R. A., & Widyastuti, D. A. (2025). FoMO in digital marketing strategy related to the innovation diffusion process. International Journal of Economics and Management Sciences, 2(1), 253–262. https://doi.org/10.61132/ijems.v2i1.464
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