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primarily influences consumer behavior through changes in individuals’ cognitive
evaluations. Rather than directly triggering purchase intention, FOMO first alters how
consumers perceive health risks, product benefits, and their ability to control their
behavior. These findings extend the application of the Health Belief Model in digital
consumption contexts and highlight the role of socio-psychological factors in shaping Gen
Z’s health-related consumption behavior.
5. Conclusion and research contributions
5.1. Conclusion
The findings of this study indicate that Fear of Missing Out (FOMO) plays an
important role in shaping Vietnamese Gen Z consumers’ intention to purchase dietary
supplements online through the cognitive components of the extended Health Belief
Model (eHBM). Specifically, FOMO positively influences perceived susceptibility,
perceived severity, perceived benefits, perceived barriers, self-efficacy, and cues to action.
Among these factors, perceived susceptibility, perceived benefits, and self-efficacy
positively affect purchase intention, whereas perceived barriers exert a negative influence.
In contrast, cues to action do not show a statistically significant direct effect on purchase
intention.
The results also highlight the role of the digital consumption environment. In social
commerce contexts, algorithm-driven recommendation systems, personalized content,
and real-time promotional mechanisms such as livestreaming and flash sales may
intensify feelings of FOMO and increase exposure to health-related product information.
Mediation analysis further indicates that FOMO influences purchase intention indirectly
through perceived health risks, perceived product benefits, and self-efficacy. These
findings suggest that socio-psychological factors and health beliefs interact in shaping
online health consumption behavior among Gen Z consumers.
5.2. Research contributions
From a theoretical perspective, this study contributes to the literature by
integrating Fear of Missing Out (FOMO) into the extended Health Belief Model (eHBM) to
explain dietary supplement purchasing behavior within digital consumption environments.
The findings provide empirical evidence that socio-digital psychological factors can
reshape health-related cognitive evaluations and influence online purchase intention.
Furthermore, this study extends the application of the eHBM framework to the
digital economy context, where algorithm-driven systems, personalized advertising, and
social commerce platforms increasingly shape how consumers access health information
and make purchasing decisions.
From a managerial perspective, the findings suggest that firms operating in the
online health consumption market may leverage social proof, user-generated experiences,
and real-time interaction formats to attract young consumers. However, FOMO-based
marketing strategies should be implemented responsibly, ensuring transparent and
reliable information to maintain long-term consumer trust. The results also highlight the
importance of ethical considerations in AI-driven marketing for health-related products.
5.3. Limitations and future research suggestions
This study has several limitations. First, the research adopts a cross-sectional design,
which limits the ability to observe behavioral changes over time. Future studies may
employ longitudinal approaches to better understand the dynamics of psychological and
behavioral factors in digital consumption environments.
Second, the sample focuses only on Generation Z consumers in Vietnam, which may

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