Fomo-driven purchasing in e-commerce flash sales: an integrative conceptual framework

Muhammadiminov , Abdukodir, Damayanti, Arciana, Javliev , Nuriddin

Innovation science and technologiy · 2026-yil

Annotatsiya

Flash sales on e-commerce platforms have become one of the most widely used promotional formats in digitalretail, generating billions of dollars in transactions during single-day events worldwide. Yet the psychological mechanismsthat make these events effective — and potentially harmful to consumers — remain undertheoretically integrated. Thisarticle examines how the Fear of Missing Out (FOMO) operates as a central mediating force between platform-leveldesign stimuli and consumer purchase behavior during flash sale events.This study adopts an integrative review approach, synthesizing peer-reviewed literature published between 2019 and2025. Sources were retrieved from Scopus, Web of Science, and Google Scholar using keyword combinations coveringFOMO, scarcity marketing, social proof, impulse buying, and e-commerce interface design. The conceptual frameworkwas constructed by mapping findings onto the Stimulus-Organism-Response (SOR) theoretical model.The review demonstrates that FOMO is not simply a personality trait but a context-activatable psychological state thatplatform designers can deliberately trigger. Countdown timers, low-stock alerts, and real-time social proof indicatorsfunction as environmental stimuli that elevate FOMO, which in turn amplifies both impulsive and compulsive purchasing.However, the same tactics that boost short-term conversions risk eroding consumer trust and generating post-purchaseregret when overused or deceptively applied.The article makes three contributions: first, it reframes FOMO as a strategically activatable state rather than a stable trait;second, it integrates scarcity theory, social proof theory, and behavioral economics within a single SOR-anchored model;and third, it introduces ethical boundaries as a structural dimension of the framework, connecting platform design choicesto long-term brand outcomes.

Maqola ma’lumotlari
MualliflarMuhammadiminov , Abdukodir, Damayanti, Arciana, Javliev , Nuriddin
JurnalInnovation science and technologiy
NashriyotТошкент давлат иқтисодиёт университети
Nashr sanasi2026-04-01
Jild2
Son4
TilIngliz
Ilmiy sohaIqtisodiyot
DOI10.5281/zenodo.19674728
Indeksga qo‘shilgan2026-08-26

DOI: 10.5281/zenodo.19674728 · Maqolaning asl sahifasi

Kalit so‘zlar

FOMO; flash sales; e-commerce; impulse buying; scarcity marketing; social proof; urgency cues; SOR framework; dark patterns; consumer psychology

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAMuhammadiminov , Abdukodir, Damayanti, Arciana, & Javliev , Nuriddin (2026). FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK. Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19674728
GOST (OAK)Muhammadiminov , Abdukodir, Damayanti, Arciana, Javliev , Nuriddin FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK // Innovation science and technologiy. – 2026. – T. 2, № 4. – DOI: 10.5281/zenodo.19674728.
MLAMuhammadiminov , Abdukodir, Damayanti, Arciana, and Javliev , Nuriddin. “FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK.” Innovation science and technologiy, 2(4), 2026. https://doi.org/10.5281/zenodo.19674728
ChicagoMuhammadiminov , Abdukodir, Damayanti, Arciana, and Javliev , Nuriddin. “FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK.” Innovation science and technologiy, 2(4) (2026). https://doi.org/10.5281/zenodo.19674728
HarvardMuhammadiminov , Abdukodir, Damayanti, Arciana, and Javliev , Nuriddin (2026) ‘FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK’, Innovation science and technologiy, 2(4). https://doi.org/10.5281/zenodo.19674728
BibTeX
@article{muhammadiminovabdukodir2026,
  title = {FOMO-DRIVEN PURCHASING IN E-COMMERCE FLASH SALES: AN INTEGRATIVE CONCEPTUAL FRAMEWORK},
  author = {Muhammadiminov , Abdukodir and Damayanti, Arciana and Javliev , Nuriddin},
  journal = {Innovation science and technologiy},
  year = {2026},
  volume = {2},
  number = {4},
  doi = {10.5281/zenodo.19674728},
  url = {https://doi.org/10.5281/zenodo.19674728}
}

Boshqa maqola uchun iqtibos tayyorlash

Innovation science and technologiy jurnalidan boshqa maqolalar

Innovation science and technologiy — barcha maqolalar · 2026-yil arxivi

Iqtisodiyot sohasidagi boshqa maqolalar

Iqtisodiyot sohasidagi OAK jurnallari