<![CDATA[Impulse buying among Generation Z consumers in e-commerce may be shaped by both external marketing stimuli and psychological factors; however, their combined relationships remain insufficiently understood. This study examined the relationships of influencer marketing, product quality, and discounts with impulse buying among Generation Z Shopee users and assessed the mediating role of Fear of Missing Out (FOMO). A quantitative survey design was employed. Data were collected through an online questionnaire from 250 purposively selected respondents aged 17–27 years who had experience using Shopee. The hypothesized relationships were analyzed using partial least squares structural equation modeling (PLS-SEM) in SmartPLS 4.1. The findings showed that product quality and discounts were positively and significantly associated with impulse buying, whereas influencer marketing had no significant direct association. Influencer marketing, product quality, and discounts were significantly associated with FOMO, which was also significantly associated with impulse buying. Nevertheless, none of the indirect relationships through FOMO was statistically significant. Thus, although FOMO represents a relevant psychological correlate of impulsive purchasing, it did not function as a transmission mechanism linking the examined marketing stimuli to impulse buying. These findings clarify the distinction between the direct role of FOMO and its unsupported mediating role in Generation Z’s online purchasing behavior. Practically, Shopee sellers and digital marketers should prioritize product quality and well-designed discount strategies rather than relying predominantly on influencer marketing or FOMO-based appeals.]]>
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