Scarcity Perception and Impulsive Buying Intention under Limited Marketing—Mediating Effect Based on Fear of Missing Out

DOI

10.2991/978-2-38476-609-3_28How to use a DOI?

Keywords

Limited Marketing; Scarcity Perception; FoMO; Impulsive Buying Intention; Consumer Behavior

Abstract

Against the background of the continuous development of the digital consumption situation and the platform economy, limited marketing has become an increasingly common marketing strategy. This paper takes restricted marketing as the research background and employs a questionnaire survey to analyze how consumer scarcity perception resulting from product scarcity affects impulsive buying intention. Meanwhile, Fear of Missing Out is included as a mediating variable to examine its role in the relationship. The results show that when the scarcity perception is high, consumers’ purchase impulse will also increase. In the limited marketing environment, consumers’ scarcity perception is a way to stimulate their FoMO. Therefore, when using the limited marketing strategy, the brand should focus on the psychological perception of consumers, rather than simply creating scarce consumption scenarios and reasonably formulating the limited strategy. At the same time, it is also conducive for the market supervision department to play a relevant role, identify the risk of excessive marketing, prevent some excessive speculation, and maintain the fairness and order of the consumer market.

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  - Lu Lin
PY  - 2026
DA  - 2026/09/04
TI  - Scarcity Perception and Impulsive Buying Intention under Limited Marketing—Mediating Effect Based on Fear of Missing Out
BT  - Proceedings of the 2026 3rd International Conference on Public Relations and Media Communication (PRMC 2026)
PB  - Atlantis Press
SP  - 254
EP  - 261
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-609-3_28
DO  - 10.2991/978-2-38476-609-3_28
ID  - Lin2026
ER  -