Ảnh hưởng của nội dung video ngắn trên TikTok đến FOMO và quyết định mua hàng của người tiêu dùng tại Việt Nam

The rapid proliferation of short-form video content, particularly on platforms like TikTok, has profoundly reshaped consumer engagement and purchasing decisions, especially within the dynamic Vietnamese e-commerce landscape. This phenomenon is driven by TikTok's algorithmic recommendations and high user penetration among younger demographics. Understanding the underlying psychological mechanisms, such as Fear of Missing Out (FoMO), in this context is crucial for marketers and academics. This study aims to investigate how various content elements—including virality, influencer impact, user-generated content, and scarcity strategies—on TikTok influence FoMO and subsequently impact consumer purchase intention and actual buying behavior in Vietnam, providing insights into digital consumer behavior.

Academics, researchers, marketing professionals, and e-commerce strategists interested in digital marketing, consumer behavior, and the impact of social media platforms like TikTok.

This research meticulously investigates the intricate relationship between short-form video content on TikTok and consumer purchasing behavior in Vietnam, with a particular focus on the mediating role of Fear of Missing Out (FoMO). Employing the Stimulus-Organism-Response (SOR) model as its theoretical foundation, the study systematically analyzes how four key content elements—namely, virality, influencer impact, user-generated content, and scarcity strategies—exert influence on FoMO. Subsequently, it explores how FoMO, alongside emotional responses and perceived value, shapes both purchase intention and actual buying behavior among TikTok users. Data was meticulously gathered from 500 Vietnamese TikTok users who possessed online shopping experience. The collected data underwent rigorous analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical findings robustly indicate that all four specified content elements significantly contribute to the arousal of FoMO. Furthermore, FoMO is demonstrated to positively influence users' emotional responses, their perceived value of products, and critically, their purchase intention. Notably, purchase intention is identified as a potent predictor of actual buying behavior. This study offers significant theoretical contributions to the understanding of consumer behavior within digital platforms, especially in an emerging market like Vietnam. Practically, it furnishes valuable insights for marketers, guiding them in optimizing video content strategies. By effectively leveraging psychological triggers such as FoMO, businesses can enhance their marketing efforts on TikTok, thereby increasing conversion rates and fostering more engaging consumer interactions.