How Hedonic and Utilitarian Motivations and Relationship Influence Social Commerce Purchase Intention: The Mediating Role of FoMO
Author (s)
Munkhsukh Tsoodol, Zaya Mashlai, Oyuntungalag Buyantur, & Kherlentsetseg Jagdag
Abstract
The rapid growth of social commerce has shifted consumer purchasing behavior from rational decision‑making to emotionally and socially driven processes. This study examines how hedonic motivation, utilitarian motivation, and relationship influence purchase intention in social commerce, with a specific focus on the mediating role of Fear of Missing Out (FoMO). Data were collected from 444 active social commerce users in Mongolia using a structured questionnaire. Structural equation modeling (SEM) and mediation analysis (PROCESS macro) were employed to test the hypothesized relationships. The results show that hedonic motivation and relationship positively affect FoMO, while utilitarian motivation negatively affects FoMO. FoMO, in turn, significantly increases purchase intention. Mediation analysis confirms that FoMO partially mediates the effects of relationship and utilitarian motivation on purchase intention. The model explains 44% of the variance in purchase intention. Real‑time interactions, such as live‑stream shopping and direct communication with sellers, were found to intensify FoMO and accelerate consumer decision‑making. This study extends the Stimulus–Organism–Response framework by validating FoMO as a key psychological mediator in social commerce. Practical implications suggest that marketers should use urgency cues (e.g., limited‑time offers, purchase notifications) to stimulate FoMO, while balancing emotional appeals with transparent information for utilitarian consumers.
Keywords: Social commerce, Fear of Missing Out (FoMO), Purchase intention, Hedonic motivation, Utilitarian motivation, Relationship.
| Title: | How Hedonic and Utilitarian Motivations and Relationship Influence Social Commerce Purchase Intention: The Mediating Role of FoMO |
|---|---|
| Author: | Munkhsukh Tsoodol, Zaya Mashlai, Oyuntungalag Buyantur, & Kherlentsetseg Jagdag |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.58970/IJSB.2687 |
| Media: | Online |
| Volume: | 52 |
| Issue: | 1 |
| Issue publication (Year): | 2026 |
| Acceptance Date: | 12/05/2026 |
| Date of Publication: | 16/05/2026 |
| PDF URL: | http://ijsab.com/wp-content/uploads/2687.pdf |
| Free download: | Available |
| Page: | 18-36 |
| First Page: | 18 |
| Last Page: | 36 |
| Paper Type: | Research Paper |
| Current Status: | Published |
Cite This Article:
Tsoodol, M., Mashlai, Z., Buyantur, O., & Jagdag, K. (2026). How Hedonic and Utilitarian Motivations and Relationship Influence Social Commerce Purchase Intention: The Mediating Role of FoMO, International Journal of Science and Business, 52(1), 18-36. https://doi.org/10.58970/IJSB.2687
About Author (s)
Munkhsukh Tsoodol, Department of Economics and Finance, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
Zaya Mashlai (Corresponding Author), Department of Management and Strategy, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0009-0008-6502-9214
Oyuntungalag Buyantur, School of Management, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia. ORCID: https://orcid.org/0000-0002-2600-8698
Kherlentsetseg Jagdag, Cybersecurity Department, School of Information and Communication Technology, Mongolian University of Science and Technology, Ulaanbaatar, Mongolia.
DOI: https://doi.org/10.58970/IJSB.2687
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