Generation Z’s Perceptions of the “Fear of Missing Out” (FOMO) Phenomenon in Online Shopping and Its Impact on Purchase Decisions

This study adopts a qualitative perspective to deepen understanding of Generation Z’s subjective experiences regarding the Fear of Missing Out (FOMO) phenomenon in online shopping. Grounded in behavioral economics concepts such as loss aversion, scarcity effect, and bounded rationality, the study complements predominantly quantitative approaches in the existing literature. This study aims to analyze how Generation Z interprets the FOMO phenomenon, identify the factors that trigger FOMO, and examine its influence on purchasing decisions in the context of e-commerce. The study employs a qualitative approach with a descriptive-exploratory design. Data were collected through an online survey using an open-ended questionnaire involving 103 respondents from diverse backgrounds. The sampling technique employed convenience sampling, while data analysis was conducted using thematic analysis to identify patterns and key themes from the respondents’ answers. The results indicate that FOMO is influenced by social factors such as social media, influencers, and peer pressure, as well as marketing factors like discounts, flash sales, and limited-time promotions that create a sense of urgency. This phenomenon drives impulsive purchasing behavior, which is often not based on rational needs, and impacts emotional states, resulting in temporary satisfaction followed by regret. Additionally, FOMO affects individual financial management, as respondents tend to struggle with controlling their spending. These findings have important implications for the development of digital consumer behavior theory and more responsible marketing practices.