The Mediating Effect of Fomo in the Effect of Audience Surveillance on Online Purchasing Behavior by Mediator Effect of Gender

Abstract

This study aims to examine the effect of the new concept of FoMO (fear of missing out) and individual awareness of contemporary surveillance practices on the consumer's online purchasing behavior. In this context, the monitoring of the target audience and their guidance in terms of sales practices play an important role for the institutions. With the development of technology in the process, it has become much easier to monitor the target audience. Therefore, the relationship between the facilitation and awareness of surveillance and purchasing behavior is examined in this study. It is claimed that digital technologies are subjected to surveillance in order to identify the target audience, determine their needs and intervene instantaneously in changing conditions. From this point of view, it is examined how the surveillance awareness of the target audience is directed to purchasing behavior by using FoMO as an intermediary factor. In this context, as the target audience spends more time in digital environments, surveillance becomes fluid and time and space boundaries disappear. However, every trace left in digital media turns into data. Data, which is one of the most important parts of contemporary surveillance practices, enables the target audience to be controlled and directed in a much better, efficient and instant way. The direct effects of snooping awareness and fear of missing out on the differentiation in purchasing behaviour and the indirect effect of awareness via fear of missing out were questioned. Mediation analysis based on regression model based on least squares method is applied. In addition, the moderator effect of gender is examined. As a result, the direct effect of the fear of missing out on purchasing behaviour is significant. This effect is positive. Moreover, the effect size differs by gender significantly. The mediating effect of FoMO in the effect of surveillance awareness on purchasing behaviour is significant. The mediation effect size is lower in men.

Determinant of Muslim women to visit "viral" places: Understanding the influence of social media, distance, and Fear of Missing Out (FoMo)

“…This finding also supports the notion that social media significantly shapes individual intentions and behavior, which aligns with previous research and the theory of planned behavior. Furthermore, FOMO's positive and significant effect on the intention to visit a place suggests that emotions and motivations can play a crucial role in the decision-making process regarding tourism activities (Bekman, 2022;Bläse et al, 2023;Good & Hyman, 2020) and visit intention (Lau et al, 2023;Lim et al, 2023;Uslu & Tosun, 2023). This finding highlights the importance of integrating emotional and motivational theories into tourism behavior frameworks to understand tourism intentions and actions better.…”

“…For instance, a study by Przybylski et al (2013) investigated the relationship between FOMO and social media usage. Several researchs results show that FOMO positively correlates with purchase decision (Bekman, 2022;Bläse et al, 2023;Good & Hyman, 2020) and visit intention (Lau et al, 2023;Lim et al, 2023;Uslu & Tosun, 2023).…”

Fear-of-Missing-Out (FOMO) behavior and post-purchase experiences of senior high school students in Divine Word College of San Jose

“…FOMO tackles the part of wants where business utilizes trends based on the self-reflections of a person to be able to take part in what is new, what is hot, or what is trendy today. In the study conducted by Bekman (2022), the fear of missing out directs businesses and consumers to take action on unplanned or impulsive purchasing behavior in the form of missed purchasing opportunities. The feeling of deprivation caused by seeing what others have more than that of present contentment drives these missed opportunities.…”

The Effect of Fear of Missing Out on Buying and Post-Purchasing Behaviour toward Indonesia’s Generation Z Online Shoppers (Case study: E-Commerce Indonesia)

“…Not surprisingly, entertainment is the most important for Indonesia's Gen Z (Indonesia Gen Z Report 2022, 2022). Several studies have revealed the relationship between FoMO and a person's buying behaviour as a result of this phenomenon (Bekman, 2022;Munawar et al, 2021;Yaputri et al, 2022). FoMO drives people to constantly check their social media to stay connected through social relationships.…”