Impact of Scarcity Messaging on Consumer Buying Patterns in Online Shopping

Abstract

Scarcity messaging is a widely used persuasive strategy in digital commerce, yet its psychological mechanisms and differential effects across consumer groups remain insufficiently understood. This study examines the impact of quantity-based and time-based scarcity cues on online purchase intentions, with Fear of Missing Out (FOMO) proposed as a mediating variable and demographic characteristics as moderating factors. Using a quantitative cross-sectional survey design, data were collected from online shoppers aged 18–45 years. Measures included perceived quantity scarcity, time-based scarcity pressure, FOMO, purchase intention, unplanned purchase behavior, and post-purchase satisfaction. Pearson correlation analysis revealed that quantity-based scarcity demonstrated a strong positive association with purchase influence (r = .61) and unplanned purchase behavior (r = .59), while FOMO showed the strongest correlation with purchase influence (r = .64). Mediation analysis supported the role of FOMO as a psychological pathway linking scarcity cues to purchase intention. Moderation results indicated that age influenced responsiveness to different forms of scarcity, with younger consumers showing greater sensitivity to time-based pressure and older consumers responding more strongly to quantity-based scarcity. The findings extend traditional scarcity theory into digitally mediated environments and highlight the importance of emotional activation in online consumer decision-making. Implications for ethical marketing practice and digital well-being are discussed.