The Impact Of FOMO and Social Exclusion on Online Repurchase Behavior: The Moderating Role of Social Commerce Engagement

DOI

10.2991/978-94-6239-624-1_39How to use a DOI?

Keywords

Fear of Missing Out; Fear of Exclusion; Social Commerce Engagement; Repurchase Behavior; Customer Loyalty; Sustainability

Abstract

The rapid growth of social commerce platforms such as Shopee, Lazada, and TikTok Shop has transformed consumer decision-making, yet the psychological mechanisms driving sustainable repurchase remain underexplored. Previous studies show that the Fear of Missing Out (FOMO) encourages impulsive purchases (Przybylski et al., 2013); (Good & Hyman, 2020), while the Fear of Exclusion (FOE) fosters conformity and compensatory consumption (S. Li et al., 2025); (J. Y. Jiang et al., 2025). However, little is known about how these constructs interact to influence long-term loyalty. Drawing on the Stimulus–Organism–Response paradigm (Russell & Mehrabian, 1974) and the Stressor–Strain–Outcome framework (Jeong et al., 2022), this study develops and tests a model in which personal traits, influencer credibility, and positive information (Lou & Yuan, 2019); (Mohamed et al., 2025); (Xue et al., 2024) drive FOE and FOMO, which subsequently affect repurchase and loyalty. Social commerce engagement (SCE) is conceptualized as a moderator that strengthens these psychological effects. Survey data from 385 Vietnamese consumers were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that FOE amplifies FOMO and directly enhances repurchase, while FOMO strongly predicts both repurchase and loyalty. Repurchase, in turn, emerges as a proximal outcome leading to sustainable loyalty (Oliver, 1999); (Molinillo et al., 2020). This study contributes by integrating FOE and FOMO into a unified framework and by identifying SCE as a novel boundary condition, advancing both SOR and SSO theories. Unlike prior research examining these constructs separately, this study highlights their combined effects, offering new insights for theory and practical strategies for platforms to design responsible FOMO-based campaigns, foster engagement, and build enduring loyalty.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nguyen Duy Phuong
AU  - Le Vinh Luc
AU  - Pham Chau Thanh
PY  - 2026
DA  - 2026/04/06
TI  - The Impact Of FOMO and Social Exclusion on Online Repurchase Behavior: The Moderating Role of Social Commerce Engagement
BT  - Proceedings of the International Conference on Sustainable Economics and Finance in the Digital Business Transformation (INCOSEF 2025)
PB  - Atlantis Press
SP  - 533
EP  - 549
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-624-1_39
DO  - 10.2991/978-94-6239-624-1_39
ID  - Phuong2026
ER  -