The Impact of Social Comparison, Scarcity, and Need for Belonging on Purchase Intention on the TikTok e-Commerce Platform among Students: The Mediating Role of FOMO and the Moderating Role of Risk-Taking

In the context of the rapid development of e-commerce, especially on social media platforms like TikTok, consumer purchasing behavior is increasingly influenced by various psychological factors, among which Fear of Missing Out (FOMO) emerges as a significant driver. FOMO refers to a psychological state in which an individual experiences anxiety over potentially missing out on attractive opportunities, particularly limited-time promotions, popular shopping trends, or positive reviews from the online community. This study aims to explore the impacts of social comparison, scarcity, and the need to belong on purchase intention, as well as the mediating role of FOMO among university students in Ho Chi Minh City on the TikTok e-commerce platform. Specifically, the research analyzes the factors influencing FOMO—including social comparison, perceived scarcity, and the need to belong - and assesses the extent to which FOMO affects students’ purchase intentions. The study was conducted through a survey of a sample comprising 248 observations collected via questionnaires. Data were analyzed using methods such as Outer Loading analysis, Cronbach’s Alpha reliability testing, and Structural Equation Modeling (SEM). The findings reveal that FOMO mediates the relationship between psychological factors and purchase intention, with the following order of influence: (1) Scarcity, (2) Social Comparison, and (3) Need to Belong. These results offer valuable insights for businesses, marketers, and brands operating on TikTok, enabling them to design more effective customer engagement strategies by leveraging the psychological effect of FOMO.