Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Conformity Consumption Behavior and FoMO
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.
Conformity Consumption Behavior and FoMO
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.
Conformity Consumption Behavior and FoMO
Inwon Kang (Autor:in) / Haixin Cui (Autor:in) / Jeyoung Son (Autor:in)
2019
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
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