Technology has completely revitalized cyberspace, warranting the digitization of the ever-growing global marketplace and in turn, redefined the consumer purchasing journey. This surge in online participation has transformed the internet into an optimal setting for contemporary trends and product breakthroughs. Increased digital engagement has also heightened psychological drivers, such as the Fear of Missing Out (FoMO), which influences consumer decisions. This study applies the Theory of Planned Behavior (TPB) to explain how Attitude Toward a Behavior (ATB), Subjective Norms (SN), and Perceived Behavioral Control (PBC) shape behavioral intention and examine Purchase Intention (PI) among Filipino digital consumers. The Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was used to examine the relationships between key variables—such as FoMO, financial consciousness, hedonic motivation, and media exposure—along with constructs of TPB. The findings indicate that FoMO, ME, FC, and HM strongly influence PBC, while FoMO, ME, and HM also affect SN. PBC emerged as the strongest determinant of PI among Filipino digital consumers, followed by SN. These results affirm the applicability of TPB in emerging digital markets and highlight that Filipino consumer purchase intentions are shaped not only by rational factors but also by social, psychological, and behavioral drivers.

Keywords

FoMO, Online Shopping, Consumer Behavior, Purchase Intention, Theory of Planned Behavior