Tác động của nhận thức về sự khan hiếm (perceived scarcity) lên hành vi mua hàng ngẫu hứng trên sàn thương mại điện tử của giới trẻ trên địa bàn Thành phố Hồ Chí Minh: Vai trò trung gian của hiệu ứng tâm lý FOMO

Abstract

This study was conducted to evaluate the impact of perceived scarcity on impulsive buying behavior among young consumers in Ho Chi Minh City’s e-commerce context. Based on the findings, the study provides recommendations for businesses to optimize their marketing and sales strategies to stimulate impulsive purchases on e-commerce platforms. The research applies the S-O-R (Stimulus-Organism-Response) model and is based on survey data from 217 individuals aged 18 to 27 who are active online shoppers in Ho Chi Minh City, analyzed using Structural Equation Modeling (SEM). The results indicate that perceived scarcity has a positive effect on impulsive buying behavior and highlight the mediating role of the psychological effect known as FOMO (Fear Of Missing Out). Furthermore, the study finds no significant differences in impulse buying behavior based on gender or educational background, but identifies significant differences across different age and income groups. The study contributes by extending the application of the S-O-R model in the context of e-commerce consumption in an emerging market such as Vietnam.

Keywords: Fear Of Missing Out (FOMO); Perceived Scarcity; Impulse Buying.