The Effect of Live Streaming Commerce on Impulse Buying Behavior: The Moderating Role of Fear of Missing Out (FOMO)
Keywords:
Live streaming commerce, Impulse buying, Fear of Missing Out (FOMO), Consumer behavior, Digital marketingAbstract
This study investigates the effect of live streaming commerce on impulse buying behavior, with Fear of Missing Out (FOMO) as a moderating variable. The rapid development of interactive e-commerce platforms such as TikTok Shop and Shopee Live has significantly transformed consumer purchasing patterns, shifting them from rational decision-making toward more spontaneous and emotionally driven behavior. Despite this shift, limited research has examined how live streaming features influence impulse buying and how psychological factors like FOMO shape this relationship. This study employs a quantitative research approach using a survey method. Data were collected through structured questionnaires distributed to consumers who have experience purchasing via live streaming platforms. The variables were measured using a Likert scale, and the data were analyzed using Moderated Regression Analysis (MRA) or Structural Equation Modeling with Partial Least Squares (SEM-PLS) to examine both direct and moderating effects. The findings reveal that live streaming commerce has a significant positive effect on impulse buying behavior. Key elements such as interactivity, entertainment, and informativeness were found to stimulate emotional responses and encourage spontaneous purchasing decisions. Additionally, FOMO significantly moderates this relationship by strengthening the influence of live streaming on impulse buying. Consumers with higher FOMO levels tend to feel greater urgency and anxiety about missing limited-time offers, which increases their likelihood of making impulsive purchases. Overall, this study contributes to the literature by integrating technological and psychological perspectives in understanding consumer behavior and offers practical insights for optimizing live streaming marketing strategies.
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