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All Journal Journal of Business & Banking Journal of Consumer Science Jurnal Ilmiah Manajemen dan Bisnis (JIMB) Benefit: Jurnal Manajemen dan Bisnis Binus Business Review Jurnal Manajemen dan Kewirausahaan (JMDK) Jurnal Ilmiah Ekonomi dan Bisnis Al Ishlah Jurnal Pendidikan Jurnal Pendidikan Ekonomi & Bisnis AKSIOLOGIYA : Jurnal Pengabdian Kepada Masyarakat Jurnal Inovasi Bisnis (Inovbiz) Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Bisnis dan Kewirausahaan Jurnal Economica: Media Komunikasi ISEI Riau CONSEN: Indonesian Journal of Community Services and Engagement J-ABDIPAMAS (Jurnal Pengabdian Kepada Masyarakat)
Nofrizal Nofrizal
Universitas Lancang Kuning
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Library & Information Science Mathematics Physics Social Sciences Other

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Click, Ship, Regret: E-Commerce Strategies Behind Compulsive Fashion Buying Librina Tria Putri; Nofrizal Nofrizal; Rafidianto Wibisono; Afvan Aquino; Aznuriyandi Aznuriyandi; Richa Afriana Munthe
Binus Business Review Vol. 17 No. 1 (2026): Binus Business Review (in press)
Publisher : Bina Nusantara University

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Abstract

E-commerce has become a widely used platform around the world to obtain fashion products in an easy and efficient way. However, there is a negative impact on consumer behaviour, namely excessive consumption. It can harm the environment and consumers’ mental health if not addressed. The research aimed to examine the roles of free shipping and Cash on Delivery (COD) in Fear of Missing Out (FOMO) and compulsive buying, as well as the mediating role of FOMO on e-commerce sites such as Shopee, Tokopedia, Lazada, and Zalora. A quantitative approach was used, with an online survey via Google Forms distributed via social media such as WhatsApp, Instagram, and Facebook, involving 467 e-commerce customers selected through purposive sampling. Data were analyzed using Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that free shipping does not significantly encourage FOMO or compulsive buying. In contrast, the COD feature has a significant impact on FOMO and compulsive buying. In addition, FOMO positively mediates the relationship between COD and compulsive buying, but not between free shipping and compulsive buying. These findings make important contributions to the theory of FOMO and compulsive buying in e-commerce, to consumer and e-commerce education on digital marketing strategy algorithms, and to the development of environmentally friendly waste management strategies. The research is particularly novel in the context of Indonesian e-commerce, as it simultaneously examines four. Furthermore, FOMO is tested as a mediating variable.
Mirror, Likes, and Loot: The Interplay of Narcissism, FOMO, and Digital Marketing on Compulsive Buying Behavior Doni Martias; Nofrizal Nofrizal; Rafidianto Wibisono; Nurhayani Lubis; Afvan Aquino; Richa Afriana Munthe
Journal of Consumer Sciences Vol. 11 No. 1 (2026): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.11.1.27-49

Abstract

Background: The growth of fashion e-commerce has intensified the use of affiliate marketing, user-generated content, and gamification to improve engagement. These strategies influence consumer psychology, particularly narcissism, increasing susceptibility to Fear of Missing Out (FOMO) and compulsive shopping. Purpose: This study aimed to investigate the effects of digital strategies on narcissism and their role in driving FOMO as well as compulsive fashion purchases in e-commerce. Method: This study conducted a quantitative online survey of 458 e-commerce customers selected via purposive sampling, and analyzed the data using structural equation modeling (SEM) in SmartPLS. Findings: The results showed that affiliate marketing, user-generated content (UGC), and gamification significantly impacted narcissism. Furthermore, narcissism could trigger FOMO and compulsive buying behavior, and FOMO significantly affected compulsive buying. Both narcissism and FOMO played significant roles as positive mediators and moderators in the relationship between exogenous variables and compulsive buying. Conclusions: This study concluded that affiliate marketing, UGC, and gamification significantly increased narcissism, triggering FOMO and compulsive fashion buying in Indonesian e-commerce. The results identified narcissism as a key psychological link between digital marketing strategies and excessive consumption, underscoring the need for ethical marketing practices and stronger consumer self-control. Research implication: This study theoretically showed that affiliate marketing, UGC, and gamification triggered narcissism, leading to FOMO and compulsive buying. Practically, it emphasized the need for the ethical use of these strategies to foster sustainable consumer relationships.
Co-Authors Afvan Aquino Afvan Aquino Arizal N Arizal N Azhar Affandi Aznuriyandi Aznuriyandi Aznuryandi Aznuryandi Aznuryandi Aznuryandi Doni Martias efrita soviyanti hadiyati hadiyati HARDI HARDI Hardi Hardi Idel Waldelmi Librina Tria Putri Nurhayani Lubis nurhayani lubis Nurhayani Lubis Prama Widayat Prama Widayat Rafidianto Wibisono Rafidianto Wibisono Richa Afriana Munthe Richa Afriana Munthe Sri Maryanti Sucherly Sucherly Undang Juju Wita Dwika Listihana Zulia Khairani