Abstract

This study investigates the influence of live streaming and e-reviews on impulse buying behavior, with Fear of Missing Out (FOMO) as a moderating variable in the context of digital markets. Using quantitative research methods and analyzing data from 260 respondents through SmartPLS 3, this study tested five hypotheses. The findings revealed that live streaming significantly and positively impacts impulse buying. This suggests that interactive elements and time-limited promotions during live streaming effectively encourage impulse buying. In contrast, e-reviews were found to have no statistically significant positive effect on impulse buying. FOMO demonstrated a significant positive effect on impulse buying, strongly supporting its role as a direct driver of impulse buying. However, FOMO did not significantly moderate the relationship between live streaming and impulse buying, nor did it significantly moderate the relationship between e-reviews and impulse buying. This suggests that while FOMO directly drives impulse buying, it does not alter the impact of live streaming or e-reviews on impulse buying behavior.

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