Keywords
FOMO
generation z
impulse buying behavior
S-O-R
How to Cite
Abstract
This study examined whether e-commerce flash sale promotions influence the impulse buying behavior of Generation Z consumers and investigated whether the fear of missing out mediates this relationship. It addresses the gap in existing literature by exploring this relationship in the context of the Philippines, a developing country that is underrepresented in prior studies that mostly focused on Western and East Asian regions. A quantitative, descriptive-correlational design was used, which was deemed appropriate as it provides insights into a phenomenon by examining the relationships among the variables involved. The study involved 266 Filipino Generation Z respondents selected through a nonprobability purposive sampling technique, with data collected via an online survey using a structured questionnaire and a five-point Likert scale. Data analysis and mediation analysis were conducted using Jamovi statistical software. Findings revealed that flash sale promotions significantly influence impulse buying behavior (p < 0.0209). Furthermore, FOMO was found to mediate this relationship, supporting the Stimulus-Organism-Response (S-O-R) framework. Although the theory of social influence was not directly tested, its role was implicitly considered within the construct of fear of missing out, which appears to amplify impulsive purchase decisions among Generation Z consumers. The study also found that demographic variables alone do not sufficiently explain the impulsive buying tendencies of Gen Z consumers. These findings offer valuable insights for online retailers and digital marketers aiming to increase engagement among Generation Z shoppers. By understanding the psychological drivers behind impulse purchases, particularly emotional and social factors, businesses can design more targeted and effective promotional strategies. Marketers are advised to tailor flash sale promotions based on Generation Z’s behavior and preferences—especially for fashion-related products and platforms like Shopee—to increase engagement, encourage repeat purchases, and foster brand loyalty. While fewer respondents favored SHEIN and Lazada, maintaining a presence on these platforms can still help increase market reach and brand visibility.
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