A Research Agenda on Dual Emotional Mechanisms of Fear of Exclusion and Fear of Missing Out in Social Commerce Repurchase Behavior

This study develops an integrative conceptual framework explaining how two fearbased emotions, Fear of Exclusion (FOE) and Fear of Missing Out (FOMO), jointly drive online repurchase behavior in social commerce.This framework links emotional, cognitive, and relational mechanisms to advance a holistic understanding of digital engagement and consumer trust formation.Grounded in the Stimulus-organism-response and social comparison perspectives, the model conceptualizes FOE as a social stimulus that activates FOMO as an organismic response.It integrates antecedents related to personality traits, influencer attributes, and positive information and incorporates social media usage, perceived social comparison, and brand trust as mediating and moderating mechanisms.As a conceptual synthesis, this study aims to guide future empirical and experimental research.The model proposes that FOE intensifies FOMO, which subsequently enhances brand trust and repurchase intentions.Positive information and influencer credibility act as emotional triggers, whereas cognitive and relational mechanisms convert fear-based activation into sustained engagement.Social media usage and FOE further strengthen these effects by amplifying emotional sensitivity and behavioral responses.This study introduces a dual-emotion pathway (FOE FOMO) that unites emotional, cognitive, and relational mechanisms to explain digital engagement and trust in social commerce.This study extends the current knowledge by clarifying how FOE serves as a social antecedent of FOMO and how both emotions jointly shape long-term repurchase behavior.This framework offers a novel foundation for research on ethical personalization and emotionally intelligent platform design.