The Influence of FOMO on Shopping Motivation and Compulsive Buying in Young Adults

Abstract

In the digital age, the fear of missing out (FOMO) phenomenon is heightened by the frequent use of online stores and a constant stream of offers and digital interactions. This study explores how FOMO, amplified by digital commerce environments, influences shopping motivation and compulsive buying in young adults. Grounded in Self-Determination Theory, the FOMO scale, and cognitive–behavioral models, the study examines how FOMO interacts with push notifications, time-limited offers, and reward-based digital cues—which are associated with emotional urgency and may interfere with reflective decision-making. The research was conducted through a semi-structured questionnaire, combining Likert-scale measures with open-ended responses, employed on a sample of Romanian students (n = 258) of West University of Timisoara. A convergent mixed-methods design was applied, including Pearson correlation and qualitative thematic coding of open-ended responses. This study reveals the interaction between internal cognitive distortions and external marketing stimuli, contributes to a more nuanced understanding of online shopping behavior, and outlines key implications for the development of ethical communication practices in digital marketplaces.

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