Why Do K-Pop Fans Buy Impulsively? A Study on Perceived Scarcity, FOMO, and Self-Control
DOI:
https://doi.org/10.29244/jcs.10.2.299-316Keywords:
fear of missing out, impulsive buying, merchandise, perceived scarcity, self-controlAbstract
Background: The development of Korean pop culture (K-pop) has become a global phenomenon that permeates various aspects of life, including Indonesia. Its success extends beyond the entertainment sector, significantly influencing the lifestyle and consumption behaviour of its enthusiasts. Many fans are not only passionate about their idols' music and performances but also tend to purchase merchandise impulsively.
Purpose: This study aims to examine the impact of perceived scarcity on impulsive buying behaviours for K-Pop merchandise, by exploring the mediating role of FOMO and the moderating effect of self-control.
Method: Using a quantitative approach, data were collected through an online survey of 358 K-pop fans in Indonesia, selected via purposive sampling, and analysed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.
Findings: The findings indicate that perceived scarcity has a positive and significant influence on FOMO, which in turn enhances impulsive buying behaviour. However, perceived scarcity does not directly affect impulsive buying without the mediating role of FOMO. Moreover, self-control significantly moderates the relationship between FOMO and impulsive buying by weakening the effect, indicating that individuals with greater self-control are less likely to engage in impulsive purchases despite experiencing FOMO.
Conclusions: This research highlights the significant influence of FOMO on impulsive buying behaviour among K-Pop fans, particularly in the context of scarcity-based marketing. In contrast, self-control functions as a mitigating factor.
Research implication: The findings provide valuable insights for marketers to implement ethical scarcity-based strategies while encouraging responsible consumer behaviour among K-Pop fans.
References
Ardhiyansyah, A., Maharani, D. P., Sari, S. P., & Mansur, U. (2021). K-pop marketing tactics that build fanatical behavior. 1st ICEMAC 2020: International Conference on Economics, Management, and Accounting, 66–70. https://doi.org/10.11594/nstp.2021.1007
Baumeister, R. F., & Newman, L. S. (1994). Self-regulation of cognitive inference and decision processes. Personality and Social Psychology Bulletin, 20(1), 3–19. https://doi.org/10.1177/0146167294201001
Çelik, I. K., Eru, O., & Cop, R. (2019). The effects of consumers’ fomo tendencies on impulse buying and the effects of impulse buying on post-purchase regret: An investigation on retail stores*. III. International Applied Social Sciences Congress (CiasoS - 2019). https://dictionary.cambridge.org/,
Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management, 28(3), 405–425. https://doi.org/10.1108/JFMM-03-2023-0082
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In Modern methods for business research. (pp. 295–336). Lawrence Erlbaum Associates Publishers.
Dahmiri, D., Bhayangkari, S. K. W., & Fatricia, R. S. (2023). Scarcity cues, fear of missing out, and impulse buying behavior in fashion product: The role of Islamic religiosity. SERAMBI: Jurnal Ekonomi Manajemen Dan Bisnis Islam, 5(2), 67–82. https://doi.org/10.36407/serambi.v5i2.863
Dhandra, T. K. (2020). Does self-esteem matter? A framework depicting role of self-esteem between dispositional mindfulness and impulsive buying. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102135
Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Dinningrum, R. F., & Satiti, N. L. U. (2021). phenomenon of fandom consumption in k-pop commodity through the army community. COMMICAST, 3(1), 42–55. https://doi.org/10.12928/commicast.v3i1.5108
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9
Fumar, M., Setiadi, A., Harijanto, S., Tan, C., & Correspondence Author, J. (2023). The Influence of fear of missing out (fomo), sales promotion, and emotional motive mediated self-control on impulsive buying for Hypebeast products. Riwayat: Educational Journal of History and Humanities, 6(3), 1363–1375. https://doi.org/10.24815/jr.v6i3.33581
Gierl, H., & Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption. International Journal of Research in Marketing, 27(3), 225–235. https://doi.org/10.1016/J.IJRESMAR.2010.02.002
GoodStats. (2022, September 22). Indonesia jadi negara dengan fans k-pop terbanyak di dunia. GoodStats. https://goodstats.id/article/indonesia-masuk-peringkat-pertama-dengan-fans-k-pop-terbanyak-di-dunia-6w71d
Gupta, S., & Gentry, J. W. (2019). ‘should i buy, hoard, or hide?’- Consumers’ responses to perceived scarcity. International Review of Retail, Distribution and Consumer Research, 29(2), 178–197. https://doi.org/10.1080/09593969.2018.1562955
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. SAGE Publications. https://books.google.co.id/books?id=5wmXDgAAQBAJ
Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., Hill, R., John, D. R., Mittal, C., O’Guinn, T., Piff, P., Roux, C., Shah, A., & Zhu, M. (2019). The effects of scarcity on consumer decision journeys. Journal of the Academy of Marketing Science, 47(3), 532–550. https://doi.org/10.1007/s11747-018-0604-7
Hao, S., & Huang, L. (2024). The persuasive effects of scarcity messages on impulsive buying in live-streaming e-commerce: the moderating role of time scarcity. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-03-2024-0269
IDNTimes. (2019, February 26). Jadi gaya hidup, benarkah fans kpop kaya raya atau cuma modal kuota? IDNTimes. https://www.idntimes.com/hype/entertainment/danti/jadi-gaya-hidup-benarkah-fans-kpop-kaya-raya-atau-cuma-modal-kuota?page=all
Kakkar, S., Dugar, A., & Gupta, R. (2022). Decoding the sustainable consumer: what yoga psychology tells us about self-control and impulsive buying? South Asian Journal of Business Studies, 11(3), 276–294. https://doi.org/10.1108/SAJBS-03-2020-0083
Katadata Insight Center. (2022, September 8). Ini Medsos Favorit Komunitas Penggemar K-Pop. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/11589732707e16b/ini-medsos-favorit-komunitas-penggemar-k-pop
Kumala, M., Santoso, A., & Widhianingrum, W. (2024). Online review and social influence: Key factors in increasing impulsive buying and self control as moderation. Jurnal Manajerial, 11(01), 153. https://doi.org/10.30587/jurnalmanajerial.v11i01.6998
Maharani, D., Zainurossalamia, S. Z., Asnawati, Eka Putra, J., & Desembrianita, E. (2024). The influence of fear of missing out (fomo) on impulse buying with product uniqueness as a moderating variable. Edunomika, 8(3).
Manganari, E. E., Siomkos, G. J., Rigopoulou, I. D., & Vrechopoulos, A. P. (2011). Virtual store layout effects on consumer behaviour: Applying an environmental psychology approach in the online travel industry. Internet Research, 21(3), 326–346. https://doi.org/10.1108/10662241111139336
Mao, T., Pan, W., Zhu, Y., Yang, J., Dong, Q., & Zhou, G. (2018). Self-control mediates the relationship between personality trait and impulsivity. Personality and Individual Differences, 129, 70–75. https://doi.org/10.1016/J.PAID.2018.03.013
Park, J., Eom, H. J., & Spence, C. (2022). The effect of perceived scarcity on strengthening the attitude–behavior relation for sustainable luxury products. Journal of Product & Brand Management, 31(3), 469–483. https://doi.org/10.1108/JPBM-09-2020-3091
Patel, N., Jiju Mathew, G., & Jain, R. (2024). Buy now or regret later: The irresistible pull of scarcity marketing in retail. Educational Administration: Theory and Practice, 2024(4), 9854–9862. https://doi.org/10.53555/kuey.v30i4.5869
Rachmawati, H., & Muflikhati, I. (2017). The influence of perception on purchasing decision of soy sauce sachet in rural and urban area. Journal of Consumer Sciences, 2(2), 1. https://doi.org/10.29244/jcs.2.2.1-14
Rani, N. M., & Catherine, S. (2023). A study on impulsive buying behaviour in online shopping. In International Journal of Professional Business Review (Vol. 8, Issue 3). AOS-Estratagia and Inovacao. https://doi.org/10.26668/businessreview/2023.v8i3.1237
Sun, J., Li, T., & Sun, S. (2024). Factors affecting users’ impulse purchases in online group buying: online consumer reviews, countdowns and self-control. Asia Pacific Journal of Marketing and Logistics, 36(1), 224–240. https://doi.org/10.1108/APJML-07-2022-0560
Widodo, M. S. (2023). Exploring consumers’ impulse buying behavior on social commerce platforms: The role of fear of missing out (a study on Tiktok livestream-selling). Proceedings of the 20th International Symposium on Management (INSYMA 2023), 377–384. https://doi.org/10.2991/978-94-6463-244-6_56
Wu, L., & Lee, C. (2016). Limited edition for me and best seller for you: The impact of scarcity versus popularity cues on self versus other-purchase behavior. Journal of Retailing, 92(4), 486–499. https://doi.org/10.1016/J.JRETAI.2016.08.001
Xu, H., Zhang, K. Z. K., & Zhao, S. J. (2020). A dual systems model of online impulse buying. Industrial Management and Data Systems, 120(5), 845–861. https://doi.org/10.1108/IMDS-04-2019-0214
Yuen, K. F., Tan, L. S., Wong, Y. D., & Wang, X. (2022). Social determinants of panic buying behaviour amidst COVID-19 pandemic: The role of perceived scarcity and anticipated regret. Journal of Retailing and Consumer Services, 66. https://doi.org/10.1016/j.jretconser.2022.102948
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The impact of scarcity on consumers’ impulse buying based on the S-O-R theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.792419
Zhang, Z., Jiménez, F. R., & Cicala, J. E. (2020). Fear of missing out scale: A self‐concept perspective. Psychology & Marketing, 37(11), 1619–1634. https://doi.org/10.1002/mar.21406
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a
This work is licensed under a Creative Commons Attribution 4.0 International License. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal. - Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
How to Cite
