Effect of Perceived Scarcity, FOMO, and Self-Control on Impulsive Buying Intention of BT21 Merchandise

Putri, Jasmin Nadhifah (2026) Effect of Perceived Scarcity, FOMO, and Self-Control on Impulsive Buying Intention of BT21 Merchandise. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Despite the prevalent use of scarcity tactics in merchandising, the psychological mechanisms driving impulsive purchases, particularly within the K-pop fandom, remain inadequately understood. Applying the Stimulus-Organism-Response (S-O-R) framework, this study investigates how perceived scarcity influences impulsive buying intention for character merchandise, mediated by Fear of Missing Out (FOMO) and moderated by self-control. Data were collected via a five-point Likert-scale survey, using purposive sampling to target Indonesian BT21 consumers (aged 18 or above, merchandise owners, with a purchase in the past 6-12 months). Analysis of 111 valid responses using PLS-SEM revealed that perceived scarcity significantly increases both FOMO and impulsive buying intention. FOMO positively mediates this relationship. However, self-control did not exhibit a significant moderating effect, suggesting that in the high-engagement context of K-pop fandom, the drive to acquire scarce items may temporarily override a highly engaged fan’s regulatory resource. Theoretically, this research extends the S-O-R model by integrating FOMO as a critical organism state and clarifying the boundary role of self-control. Practically, it provides managers with insights to design ethical, scarcity-based campaigns that mitigate compulsive purchase intentions.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Perceived Scarcity, Fear of Missing Out, Impulsive Buying Intention, Self-Control, K-Pop Character Merchandise
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Jasmin Nadhifah Putri
Date Deposited:	27 Jan 2026 02:37
Last Modified:	27 Jan 2026 02:37
URI:	http://repository.its.ac.id/id/eprint/130572

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