Developing an Integrated HMSAM-FoMO Model and Its Instrument Testing for Social Live Streaming

Context: The rapid growth of social live streaming platforms has transformed how individuals interact and experience digital entertainment. Despite this expansion, prior studies have largely focused on commercial or gaming-related live streaming, leaving the social and hedonic aspects underexplored. Furthermore, psychological mechanisms such as the Fear of Missing Out (FoMO) have received limited attention in explaining behavioral intention in live streaming environments. Objective: This study aims to develop and validate an integrated model combining the Hedonic-Motivation System Adoption Model (HMSAM) with FoMO to explain users’ behavioral intention in social live streaming contexts. Method: A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with data from 57 Indonesian social media users. The research process consisted of three stages: conceptual integration, instrument operationalization, and empirical validation, supported by expert qualitative evaluation to enhance construct clarity and theoretical consistency. Results: The findings show that hedonic motivations such as joy, curiosity, and immersion strongly influence behavioral intention, while FoMO acts both as a direct determinant and as a mediator linking hedonic motivations to user engagement. Two indicators (CTR2 and CTR4) were removed for weak conceptual fit, and constructs with AVE values slightly below 0.50 (Control and Perceived Usefulness) were retained for theoretical reasons. The integrated HMSAM–FoMO model explained 64.4% of the variance in behavioral intention, demonstrating strong explanatory power. Conclusions: The study contributes theoretically by extending HMSAM with FoMO to capture both emotional enjoyment and psychological tension in digital engagement. It also provides practical guidance for designing psychologically balanced live streaming experiences that enhance enjoyment while minimizing FoMO-induced anxiety. These findings offer a foundation for future research and policy development toward healthier digital participation.