Paper Title
Why We Fear Missing Out - How Fear of Missing Out Affects Our Behavior

Abstract
This study aims to explore how Fear of Missing Out (FOMO) affects consumer purchasing behavior. In the digital age, FOMO has become a widespread social phenomenon, reflecting the complex relationship between modern individuals and social media. The research is based on consumer behavior theory, combining emotional and rational decision-making, and examines the influence of anticipated emotions (pride and guilt), social influence, perceived value, social engagement, and autonomy on FOMO. Through a survey of consumers who purchase products on social media, using a Likert seven-point scale and structural equation modeling for data analysis, a total of 401 valid questionnaires were collected. The results show that social influence significantly positively affects anticipated pride, which in turn intensifies FOMO and leads to impulsive buying. Additionally, autonomy moderates the relationship between anticipated emotions and FOMO, as higher autonomy reduces the emotional influence, thus weakening the fear of missing out. Social engagement also directly moderates the relationship between anticipated pride and FOMO, emphasizing the role of social interaction in emotional experiences. Interestingly, social engagement does not significantly moderate the relationship between anticipated guilt and FOMO, highlighting the pursuit of pride and sharing over the fear of shame in social media contexts. These findings have important implications for understanding consumer purchasing behavior and formulating marketing strategies. Keywords - Fear of Missing Out, Consumer Behavior, Anticipated Feeling