Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)

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The Effect of Fear of Missing Out (FOMO) on Student Consumptive Behavior in E-Commerce Live Shopping

Authors
Cokorda Gede Putra Yudistira1, I Made Widiantara1, *, I Ketut Muderana1, Upayana Wiguna Eka Saputra1, I Wayan Wirga1
1Business Administration Department, Politeknik Negeri Bali, Bali, Indonesia
*Corresponding author. Email: madewidiantara@pnb.ac.id
Corresponding Author
I Made Widiantara
Available Online 14 November 2025.
DOI
10.2991/978-94-6463-882-0_76How to use a DOI?
Keywords
Consumptive Behavior; FOMO; Live Shopping
Abstract

Digital transformation has introduced live shopping phenomena with exponential growth in Indonesia, creating new psychological dynamics in consumer behavior. Fear of Missing Out (FOMO) has emerged as a potential driver of consumptive behavior among university students in e-commerce live shopping contexts. This study analyzes the direct relationship between FOMO and students’ consumptive behavior in live shopping platforms. A quantitative correlational study involved 122 students from Politeknik Negeri Bali selected through purposive sampling. Data were collected using online questionnaires with 5-point Likert scales to measure FOMO (through four dimensions: anxiety about missing moments, need for social connection, fear of missing trends, and social anxiety) and consumptive behavior (impulse purchasing, wasteful spending, irrational buying decisions, and socially influenced purchases). Analysis employed Partial Least Squares-Structural Equation Modeling (PLS-SEM) using SmartPLS 4 software. Findings reveal that FOMO significantly influences consumptive behavior with a strong positive effect (β = 0.621, t-statistic=8.437, p < 0.001). The model explains 38.6% variance in consumptive behavior (R2 = 0.386), demonstrating FOMO’s substantial role as an independent psychological driver. TikTok Shop emerged as the dominant platform (69.7%), with predominantly female participants (78%) aged 20–22 years. The study provides empirical evidence for developing targeted interventions and digital literacy programs to promote responsible consumption among students in live shopping environments.

Copyright
© 2025 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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Volume Title
Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
14 November 2025
ISBN
978-94-6463-882-0
ISSN
2352-5398
DOI
10.2991/978-94-6463-882-0_76How to use a DOI?
Copyright
© 2025 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.

Cite this article

risenwbib
TY  - CONF
AU  - Cokorda Gede Putra Yudistira
AU  - I Made Widiantara
AU  - I Ketut Muderana
AU  - Upayana Wiguna Eka Saputra
AU  - I Wayan Wirga
PY  - 2025
DA  - 2025/11/14
TI  - The Effect of Fear of Missing Out (FOMO) on Student Consumptive Behavior in E-Commerce Live Shopping
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2025 (ICOSTAS-SAS 2025)
PB  - Atlantis Press
SP  - 668
EP  - 677
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6463-882-0_76
DO  - 10.2991/978-94-6463-882-0_76
ID  - Yudistira2025
ER  -