Building Social Engagement: The Role of Personal Traits and FOMO in the Sustained Use of Social Commerce Platforms

Abstract: This study aims to examine the influence of personal traits and Fear of Missing Out (FOMO) on the continued use of sociaal commerce platforms and its consequences for social engagement. Utilizing a quantitative approach, data were collected through a structured questionnaire distributed to 90 respondents who have previously engaged in online shopping via social commerce. The analysis employed Structural Equation Modeling (SEM) to assess the relationships between variables. The findings reveal that personal traits significantly and positively affect the continued use of social commerce platforms, while FOMO also plays a crucial role in driving user engagement. Moreover, the study concludes that sustained use of these platforms enhances social engagement, indicating that users not only seek transactional benefits but also social interactions. The research highlights the need for social commerce platforms to consider psychological factors when designing user experiences to foster long-term engagement.