Kristine Cassandra Amor | Maram Kaye Ajito | Kylie Nicole Palomeno | Mary Janell Marcelo | John Viane Estocado | Rhea Joy Villarosa | Jexel Jerkin Pedrosa |
May 05, 2026
This study examined the influence of Fear of Missing Out (FOMO) on online impulsive buying behavior among college students of Colegio de San Juan de Letran–Manila. Guided by Social Comparison Theory and the Stimulus–Organism–Response (S-O-R) model, the study aimed to determine students’ levels of FOMO, assess their online purchasing behavior, and analyze the predictive relationship between these variables. A quantitative, predictive correlational design was employed, involving 104 college students aged 18 and above who actively use online shopping platforms such as Shopee, Lazada, and TikTok Shop. The results showed a moderate level of FOMO, with urgency and social comparison emerging as the most prominent dimensions. Students also demonstrated moderate levels of impulsive buying, purchase immediacy, and purchase frequency, with online recommendations and limited-time offers strongly influencing purchase decisions. Regression analysis revealed that FOMO significantly predicts impulsive buying and purchase immediacy, while its effect on purchase frequency was less evident. Overall, the findings indicate that although Letran Manila students generally exercise control over their online purchasing decisions, urgency- and socially driven aspects of FOMO still play a meaningful role in shaping impulsive and immediate buying behaviors.