Conformity Consumption Behavior and FoMO

Sustainability

Haixin Cui¹  Jeyoung Son²  Inwon Kang² 

[1] Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea;;Department of International Business &

关键词: fear of missing out;    conformity consumption;    culturally associated brand;    evaluation process;   

DOI  :  10.3390/su11174734

来源: DOAJ

【 摘 要 】

Culturally associated brands that reflect the cultural backgrounds of other countries have been extensively studied, but research on the conformity consumption of culturally associated brands in specific countries has rarely been conducted. This study focuses on the fear of missing out (FoMO) phenomenon as a tool for explaining consumers’ conformity consumption and examines what causes it. Although the FoMO concept is primarily used in the online field, it is considered to be a very suitable tool for explaining offline consumption behavior as well. This study will be useful for establishing long-term and sustainable strategies by firms through matured discussions on conformity consumption.

【 授权许可】

Unknown