Psychological predictors of online impulse buying: The role of loneliness, life satisfaction, self-esteem, and FoMO in social commerce environments.

In the rapidly evolving digital marketplace, online impulse buying has emerged as a psychologically complex behavior shaped by emotional and social factors. This study examines the psychological pathways connecting life satisfaction and loneliness to online impulse buying, highlighting the mediating roles of self-esteem and Fear of Missing Out (FoMO). Grounded in Self-Determination Theory (SDT) and Sociometer Theory, the study tests a sequential mediation model using cross-sectional survey data collected through the Wenjuanxing platform from 311 Chinese young adults aged 18-35 years, recruited via social media, university student networks, and commercial survey panels. Structural Equation Modeling (SEM) revealed that lower life satisfaction and higher loneliness predicted lower self-esteem, which in turn increased FoMO and consequently led to higher impulsive buying tendencies. The findings demonstrate that online impulse buying is not merely a financial behavior but a manifestation of deeper psychological needs for belonging and self-worth. The study advances understanding of digital consumption as a compensatory psychological process and offers implications for promoting healthier online engagement and emotional well-being.