The Effect of Electronic Word of Mouth (EWOM) and Fear of Missing Out (FOMO) on Impulse Buying in Shopee Moderated Self-Control
1Alsya Siti Aenaya, 2Firsta Wity Peafut Gunawan, 3Nensi Anggraini, 4Sri Nurhasanah, 5Yeny Suryaningsih
1,2,3,4,5Master of Management,, Faculty of Economics and Business, University of Mataram, Indonesia
https://doi.org/10.47191/jefms/v7-i7-19ABSTRACT:
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.
KEYWORDS:
Electronic Word of Mouth, Fear of Missing Out, Impulse Buying, Self-Control
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