SCARCITY-INDUCED FOMO: HOW LIVE E-COMMERCE TRIGGERS IMPULSE BUYING AMONG DIGITAL NATIVES
Keywords:
Digital Natives, Fear of Missing Out, Impulse Buying, Live E-Commerce, ScarcityAbstract
This systematic literature review examines how scarcity-induced fear of missing out (FOMO) influences impulse buying behavior among digital natives within live e-commerce environments circa 2020–2025. The study aims to identify key mechanisms through which scarcity tactics and psychological triggers interact to shape consumer purchasing patterns. Employing the PRISMA 2020 framework, a structured search of the Scopus database yielded 30 relevant studies, which were thematically analyzed and complemented by bibliometric analysis using VOSviewer. Results indicate that scarcity cues and FOMO significantly amplify emotional arousal and urgency, weakening cognitive control and promoting impulsive consumption. Technological affordances such as real-time interaction, gamification, and influencer marketing were found to intensify these effects. Furthermore, individual traits like digital literacy and susceptibility to social influence moderated consumers' impulse buying tendencies. The review highlights the need for future research into socio-cultural moderators and ethical considerations in live commerce marketing practices. Findings offer insights for academics, marketers, and policymakers seeking to better understand and responsibly leverage consumer behavior dynamics in increasingly immersive digital shopping environments.
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