Factors affecting fomo when buying on e-commerce platforms of young users in the southwest region of Vietnam

Abstract

With the topic "FACTORS AFFECTING FOMO WHEN BUYING ON E-COMMERCE PLATFORMS OF YOUNG USERS IN THE SOUTHWEST REGION OF VIETNAM," this study aims to analyze and clarify the attitudes of consumers towards FOMO marketing campaigns in the Southwest region and the factors influencing purchasing decisions on e-commerce platforms. There have been some studies on this issue worldwide, but the number of studies is still limited, and in Vietnam, there has been no research on FOMO marketing, which is why our group decided to undertake this topic. We propose a research model based on theoretical foundations, the Theory of Reasoned Action (TRA), and the Theory of Planned Behavior (TPB), secondary data sources, and both quantitative and qualitative research results. The subjects are young people aged 18-26 in the Southwest region who have been or are currently shopping through e-commerce platforms. The research method used to test the model is a mixed-method approach, including preliminary qualitative research and formal quantitative research. The qualitative research was conducted through In-Depth Interviews with 6 respondents. The quantitative research was carried out through individual interviews using an online questionnaire related to demographics and the research model via Google Form with 307 respondents. The result of the study showed that Consumer Susceptibility to Interpersonal Influence was the only antecedent that did not influence FOMO when shopping online. This study also contributed theories about the effect of FOMO in the Southwest region.