Examining the Impact of Scarcity Perception, Visual Appeal, and Fear of Missing Out on Impulse Buying
A Case Study of Blindbox-Popmart Consumers at Beachwalk Bali
DOI:
https://doi.org/10.32585/jbfe.v6i2.7498Keywords:
fear of missing out, impulse buying, Scarcity perception, Social influence, Visual appealAbstract
Blind boxes have become a rapidly growing trend among teenagers due to their primary appeal, which lies in the excitement of “unboxing,” the chance of obtaining rare items, and the emotional experience offered through attractive packaging. This study aims to examine the influence of scarcity perception, visual appeal, and fear of missing out (FOMO) on impulse buying. The research employs a quantitative approach using a survey method with a questionnaire distributed to 200 respondents who buy Blindbox PopMart in Beachwalk Bali. The sampling technique used is purposive sampling with specific criteria. Data analysis was conducted using the Multiple Linear Regression Model with SPSS to test the relationship between the independent variables and the dependent variable. The results indicate that scarcity perception has a positive and significant effect on impulse buying, visual appeal has a positive and significant effect on impulse buying, and fear of missing out also has a positive and significant effect on impulse buying. The findings are expected to be applied by companies in the marketing field to create a sense of scarcity, enhance the visual design appeal of products, and leverage existing trends to boost sales and contribute to the enrichment of the academic literature on consumer behavior.
Downloads
References
Anastasiei, B., & Dospinescu, N. (2021). Visual aesthetics and impulse buying in online retailing: The moderating role of product type. Journal of Retailing and Consumer Services, 61, 102549. https://doi.org/10.1016/j.jretconser.2021.102549
Cai, Y., & Chi, T. (2023). Limited-time promotions and consumer purchase decisions: The mediating role of perceived time pressure. Journal of Business Research, 158, 113681. https://doi.org/10.1016/j.jbusres.2023.113681
Chen, X., Wang, X., & Li, X. (2022). Unboxing the blind box: How uncertainty enhances purchase intention. Journal of Consumer Behaviour, 21(5), 1065-1078. https://doi.org/10.1002/cb.2061
Chen, Y., Li, D., & Zhao, Z. (2020). Research on product recommendation and consumer impulsive purchase under social commerce platform based on S-O-R model. 427(Icssed), 215-223. https://doi.org/10.2991/assehr.k.200331.048
Chopdar, P. K., & Balakrishnan, J. (2020). Consumers response towards mobile commerce applications: S-O-R approach. International Journal of Information Management, 53(June 2019), 102106. https://doi.org/10.1016/j.ijinfomgt.2020.102106
Elysha, C. N., & Batu, L. K. (2024). Analisis pengaruh visual appeal dan portability terhadap urge to buy impulsively. Journal of Research on Business and Tourism, 4(1), 1-21. https://doi.org/10.37535/104004120241
Fatimah, W., & Harahap, D. A. (2023). Pengaruh price discount, visual appeal, dan electronic trust terhadap impulse buying pada marketplace Shopee. Bandung Conference Series: Business and Management, 3(1), 65-73. https://doi.org/10.29313/bcsbm.v3i1.5746
Huang, Z., & Li, Y. (2023). Visual appeal, fear of missing out, and impulsive buying in e-commerce. Electronic Commerce Research and Applications, 57, 101263. https://doi.org/10.1016/j.elerap.2023.101263
Islam, T., Pitafi, A. H., Wang, Y., Arya, V., Mubarik, S., & Akhtar, N. (2023). Fear of missing out and impulse buying: The role of social media. Journal of Retailing and Consumer Services, 70, 103141. https://doi.org/10.1016/j.jretconser.2022.103141
Jiang, H., Zhou, Y., & Lin, X. (2023). Blind box consumption and consumer psychology: A mixed-method study. Journal of Consumer Marketing, 40(6), 725-737. https://doi.org/10.1108/JCM-11-2022-5365
Liu, Y., Li, H., & Hu, F. (2021). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 140, 113429. https://doi.org/10.1016/j.dss.2020.113429
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2022). The impacts of mobile wallet app characteristics on online impulse buying: A moderated mediation model. Human Behavior and Emerging Technologies. https://doi.org/10.1155/2022/2767735
Mayasari, F., & Salsabila, F. (2025, June). Fear of missing out (FOMO) and scarcity strategies: A qualitative exploration of consumer communication with flash sales on e-commerce platforms. In Jogjakarta Communication Conference (JCC) (Vol. 3, No. 1, pp. 424-442).
Nabela, A., & Prihandono, D. (2025, September). The influence of visual appeal, discount price, and perceived interactivity on impulse buying with perceived enjoyment as a mediating variable (Study on marketplace consumers in Semarang City). In Proceeding of International Students Conference of Economics and Business Excellence (Vol. 2, No. 1, pp. 246-252).
Nguyen, T. H. N., Tran, N. K. H., Do, K., & Tran, V. D. (2024). The role of product visual appeal and sale promotion program on consumer impulsive buying behavior. Emerging Science Journal, 8(1), 297-309. https://doi.org/10.28991/ESJ-2024-08-01-021
Sabani, H. M. K., & Fikriah, N. L. (2025). Pengaruh visual appeal dan subjective norms terhadap impulse buying dengan dimediasi oleh perceived enjoyment dan dimoderasi oleh user experience (Studi pada pengguna Shopeepay di Kota Malang). Modus, 37(1), 18-44. https://doi.org/10.24002/modus.v37i1.9753
Verhagen, T., & van Dolen, W. (2022). The influence of affective and cognitive processes on online impulse buying. Information & Management, 59(4), 103603. https://doi.org/10.1016/j.im.2021.103603
Wu, L., Chen, K., & Yang, S. (2022). Scarcity promotion and consumer decision making: Evidence from online shopping. Journal of Business Research, 139, 373-384. https://doi.org/10.1016/j.jbusres.2021.09.046
Zhang, Q., Zhao, X., & Fang, Y. (2022). Fear of missing out mediates the effect of scarcity on impulse buying in online shopping. Journal of Retailing and Consumer Services, 67, 102957. https://doi.org/10.1016/j.jretconser.2022.102957
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Business, Finance, and Economics (JBFE)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with the Journal Of Business, Finance, and Economics (JBFE) agree to the following terms:
- Authors retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment 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 acknowledgment 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.
