The Effect of Electronic Word of Mouth (EWOM) and Fear of Missing Out (FOMO) on Impulse Buying in Shopee Moderated Self-Control
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 07
Abstract
The main objective of this study is to examine the effect of Electronic Word of Mouth (EWOM) and Fear of Missing Out (FOMO) on self-controlled moderated impulse buying. The number of samples was 120 young generation who categorized as Gen Z. This study showed that EWOM and self-control had an effect on impulse buying on Shopee e-commerce, while FOMO had no effect on impulse buying. The self-control variable is not able to moderate the influence between EWOM on impulse buying and the influence between FOMO on impulse buying.
Authors and Affiliations
Alsya Siti Aenaya , Firsta Wity Peafut Gunawan , Nensi Anggraini , Sri Nurhasanah , Yeny Suryaningsih
Keywords
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- EP ID EP740022
- DOI 10.47191/jefms/v7-i7-19
- Views 21
- Downloads 0
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