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- Tác giả: Đặng Hương Linh
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Tóm tắt: This study investigates the impact of perceived perishability and scarcity on Generation Z's purchase intentions during TikTok Shop fashion flash sales, revealing that both urgency cues significantly drive buying behavior with scarcity having the strongest effect. However, the analysis indicates that Fear of Missing Out (FOMO) acts as a negative moderator, meaning that high levels of emotional pressure actually weaken the effectiveness of urgency tactics rather than amplifying them. This suggests ...
- Từ khóa: Perceived scarcity; Purchase intention; TikTok Shop; FOMO
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