THE BEHAVIOR OF FEAR OF MISSING OUT AFFECTING THE PURCHASE OF FASHION PRODUCTS
พฤติกรรมการกลัวการตกกระแสที่ส่งผลต่อการซื้อสินค้าแฟชั่นตามกระแส
Keywords:
Fear of missing out, Fast fashion products, Impulse buying, Materialism, Self-enhancementAbstract
Nowadays, fashion trends are constantly changing, so there is a business of "fashionable products following trends" or "fast fashion” which there are many in society As people can access media more easily through online communities. As a result, some groups have the habit of dressing to imitate influencers on social media just because want to follow the trend. This research aims to study the behavior of fear of missing out and analyze the influence of social media engagement, materialism. The behavior of fear of missing out that affects impulse buying to buy fast fashion products and self-enhancement. The sampling group is Millennial in Bangkok who used to buy fashion products according to the trend (Fast fashion) of 252 people and the selection of the samples was carried out by convenience sampling. Data were collected using online questionnaires via Google form that passed the reliability check. Statistics used in data analysis consisted of percentage, mean, standard deviation, Pearson's correlation coefficient and multiple regression analysis. The results of the research found that 1) Social Media Engagement influence on the behavior of fear of missing out and materialism with statistical significance at the level .05 2) Behavior of fear of missing out influence on impulse buying and self-enhancement with statistical significance at the level .05 3) materialism influence on impulse buying with statistically significant at the level .05.Downloads
References
กมลทิพย์ แว่นแก้ว. (2557). กลยุทธ์แฟชั่นรวดเร็ว (Fast Fashion) ที่ส่งผลต่อการตัดสินใจซื้อสินค้า H&M ของผู้บริโภคในกรุงเทพมหานคร. [การค้นคว่าอิสระ บริหารธุรกิจมหาบัณฑิต ไม่ได้ตีพิมพ์]. มหาวิทยาลัยกรุงเทพ. จาก http://dspace.bu.ac.th/handle/123456789/1897
กรุงเทพธุรกิจ. (2564). เปิดสถิติ! คนไทยใช้ 'โซเชียลมีเดีย' อันดับ 1 ของโลก. ค้นเมื่อ 10 ธันวาคม 2565 จาก
https://today.line.me/th/v2/article/3G8WOk
จิราภรณ์ อรุณากูร. (2559). FOMO(Fear of Missing Out): ก็ฉันกลัวตกกระแส!. ค้นเมื่อ 9 ธันวาคม 2565 จาก
https://shorturl.asia/rPg6j
ดิจิมัสเกตเทียส์. (2564). การปรับตัวของ Fast Fashion ในวันที่โลกไปเร็วกว่า. ค้นเมื่อ 11 ธันวาคม 2565
จาก https://digimusketeers.co.th/blogs/digi-case/marketing-for-fast-fashion
บล็อกดิต. (2564). Fast Fashion อุตสาหกรรมสร้างรายได้แต่ทำร้ายโลก ผ่านซีรี่ย์ Now we are breaking up.
ค้นเมื่อ 7 มกราคม 2565 จาก https://www.blockdit.com/posts/61978b294bf6ce0599bede99
ผู้จัดการออนไลน์. (2566). “แฟชั่นหมุนเวียนมาแรง” กับโอกาสแซงเทรนด์ฟาสต์แฟชั่น. ค้นเมื่อ 6 ธันวาคม 2566 จาก https://mgronline.com/greeninnovation/detail/9660000082169
แพลน บี มีเดีย. (2562). ในยุคที่คนเริ่มคิดว่า ตัวเองติดโซเชียลมีเดียมากเกินไปหรือไม่. ค้นเมื่อ 11 ธันวาคม 2565 จาก https://www.planbmedia.co.th/th/insight/outthere-may-2019/
สำนักงานพัฒนาธุรกรรมทางอิเล็กทรอนิกส์. (2565). ETDA เผย Gen Y ทวงบัลลังก์ ใช้เน็ตมากสุด เกือบ 8 ชั่วโมงต่อวัน ฮิตสุด ดู LIVE COMMERCE ข้าราชการ-จนท.รัฐ ชนะขาดทุกอาชีพ ใช้เน็ตเกือบ 12 ชั่วโมงต่อวัน. ค้นเมื่อ 10 ธันวาคม 2565 จาก https://www.etda.or.th/th/pr-news/iub2022.aspx
Alt, D. (2015). College students’ academic motivation, media engagement and fear of missing out. Computers in human behavior, 49, 111-119. https://doi.org/10.1016/j.chb.2015.02.057
Lin. (2022). Driven to shop: the psychology of fast fashion. Retrieved January 7, 2023
from https://www.earthday.org/driven-to-shop-the-psychology-of-fast-fashion/
AYDIN, H. (2018). Sosyal medya trendi olan FOMO’nun pazarlama alanında kullanımı üzerine literatür
taraması. izmir Katip Çelebi Üniversitesi iktisadi ve idari Bilimler Fakültesi Dergisi, 1(1), 1-9. Retrieved January 7, 2023 https://dergipark.org.tr/en/download/article-file/565502
Barnes, L., & Lea‐Greenwood, G. (2010). Fast fashion in the retail store environment. International journal of retail, & distribution management, 38(10), 760-772. https://doi.org/10.1108/09590551011076533
Barry, C. T., & Wong, M. Y. (2020). Fear of Missing Out (FOMO): A generational phenomenon or an individual difference?. Journal of social and personal relationships, 37(12), 2952-2966.
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: modeling its precursors. Journal of retailing, 74(2), Summer 1998, 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
Belk, R. W. (1984). Three scales to measure constructs related to materialism: reliability, validity, and relationships to measures of happiness. advances in consumer research, 11(1), 291-297. https://www.acrwebsite.org/volumes/6260/vol
Berger, J., & Schwartz, E. M. (2011). What drives immediate and ongoing word of mouth?. Journal of marketing research, 48(5), 869-80. https://doi.org/10.1509/jmkr.48.5.869
Brewer, M. K. (2019). Slow fashion in a fast fashion world: promoting sustainability and responsibility. Laws, 8(4), 24. https://doi.org/10.3390/laws8040024
Browne, B. A., & Kaldenberg, D. O. (1997). Conceptualizing self - monitoring: links to materialism and product involvement. Journal of consumer marketing, 14(1), 31-44. https://doi.org/10.1108/07363769710155848/07363769710155848/full/html
Cachon, G. P., & Swinney, R. (2011). The value of fast fashion: quick response, enhanced design, and strategic consumer behavior. Management Science, 57(4), 778-795. https://www.jstor.org/stable/25835736
Cao, D., Meadows, M., Wong, D., & Xia, S. (2021). Understanding consumers’ social media engagement behaviour: an examination of the moderation effect of social media context. Journal of business research, 122, January 2021, 835-846. https://doi.org/10.1016/j.jbusres.2020.06.025
Çelik, I. K., Eru, O., & Cop, R. (2019). The effects of consumers’ fomo tendencies on impulse buying and the effects of impulse buying on post- purchase regret: an investigation on retail stores. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 10(3), 124-138. https://lumenpublishing.com/journals/index.php/brain/article/view/2189
Chou, S. Y., & Ramser, C. (2022). Narcissists going above and beyond? the role of perceived negative inequity and self-enhancement motivation. Personnel review, 52(9), 2245-2264. https://doi.org/10.1108/PR-11-2021-0799
Christopher, M., Lowson, R., & Peck, H. (2004). Creating agile supply chains in the fashion industry. International journal of retail, & distribution management, 32(8), 367-376. https://doi.org/10.1108/09590550410546188
Di Gangi, P. M., & Wasko, M. (2016). Social media engagement theory: exploring the influence of user engagement on social media usage. Journal of organizational and end user computing, 28(2), 53-73. https://doi.org/10.4018/JOEUC.2016040104
Elhai, J. D., Levine, J. C., Dvorak, R. D., & Hall, B. J. (2016). Fear of missing out, need for touch, anxiety and depression are related to problematic smartphone use. Computers in human behavior, 63, October 2016, 509-516. https://doi.org/10.1016/j.chb.2016.05.079
Good, M. C., & Hyman, M. R. (2021). Direct and indirect effects of fear of missing out appeals on purchase likelihood. Journal of consumer behaviour, 20(3), 564-576. https://doi.org/10.1002/cb.1885
Hall, J. (2018). Digital kimono: fast fashion, slow fashion?. Fashion theory, 22(3), 283-307. https://doi.org/10.1080/1362704X.2017.1319175
Heine, S. J. (2003). An exploration of cultural variation in self-enhancing and self-improving motivations. In V. Murphy-Berman & J. J. Berman (Eds.), Cross-cultural differences in perspectives on the self (pp. 118-145). University of Nebraska Press.
Heldman, A. B., Schindelar, J., & Weaver, J. B. (2013). Social media engagement and public health communication: implications for public health organizations being truly “social”. Public health reviews, 35(1), 1-18. https://doi.org/10.1007/BF03391698
Hodkinson, C. (2019). Fear Of Missing Out’(Fomo) marketing appeals: a conceptual model. Journal of marketing communications, 25(1), 65-88. https://doi.org/10.1080/13527266.2016.1234504
Hu Hubrechts, L., & Koktürk, B. (2012). Effects of visual merchandising on young consumers' impulse buying behaviour. [Unpublished independent thesis degree of bachelor. Halmstad University. https://www.diva-portal.org/smash/get/diva2:537526/FULLTEXT01.pdf/FULLTEXT01.pdf
Kamal, S., Chu, S. C., & Pedram, M. (2013). Materialism, attitudes, and social media usage and their impact on purchase intention of luxury fashion goods among american and arab young generations. Journal of interactive advertising, 13(1), 27-40. https://doi.org/10.1080/15252019.2013.768052
Kim, H., Jung Choo, H., & Yoon, N. (2013). The motivational drivers of fast fashion avoidance. Journal of fashion marketing and management, 17(2), 243-260. https://doi.org/10.1108/JFMM-10-2011-0070
Kim, J., Lee, Y., & Kim, M-L. (2020). Investigating ‘Fear of Missing Out’ (FOMO) as an extrinsic motive affecting sport event consumer’s behavioral intention and fomo-driven consumption’s influence on intrinsic rewards, extrinsic rewards, and consumer satisfaction. PLoS ONE, 15(12), e0243744. https://doi.org/10.1371/journal.pone.0243744
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). Guilford Press.
Marie, A., & Grybs, M. (2013). Modern trends in consumer behaviour in era of e-communication. Studia ekonomiczne, 151, 263-273. Retrieved January 30, 2023 https://cejsh.icm.edu.pl/cejsh/element/bwmeta1.element.desklight-1318c482-bf1e-49eb-9516-551e65823f4b
Moran, B. (2015). Effect of stress, materialism and external stimuli on online impulse buying. Journal of research for consumers, 27, 8-12. https://jrconsumers.com/Consumer_Articles/issue_27/Issue27-ConsumerArticle-Kwak8-12.pdf
Park, H. J., Burns, L. D., & Rabolt, N. J. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: the moderating effect of internet innovativeness. Journal of fashion marketing and management, 11(2), 201-214.
https://doi.org/10.1108/13612020710751383
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), July 2013, 1841-1848. https://doi.org/10.1016/j.chb.2013.02.014
Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement. Journal of consumer research, 19(3), 303-16. https://doi.org/10.1086/209304
Roberts, J. A., & David, M. E. (2019). The Social Media Party: Fear of Missing Out (FOMO), Social Media Intensity, Connection, and Well-Being. International journal of human-computer interaction, 36(1), 1-7. https://doi.org/10.1080/10447318.2019.1646517
Rook, D. W. (1987). The buying impulse. Journal of consumer research, 14(2), 189-199. https://www.jstor.org/stable/2489410
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313. https://www.jstor.org/stable/2489616
Tatzel, M. (2002). “Money worlds” and well-being: an integration of money dispositions, materialism and price- related behavior. Journal of economic psychology, 23(1), February 2002, 103-126. https://doi.org/10.1016/S0167-4870(01)00069-1
Vargo, C., Gangadharbatla, H., & Hopp, T. (2019). EWOM across channels: comparing the impact of selfenhancement, positivity bias and vengeance on facebook and twitter. International journal of advertising, 38(8), 1153-1172. https://doi.org/10.1080/02650487.2019.1593720
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: feeling and no thinking. European journal of personality, 15(S1), S71-S83. https://doi.org/10.1002/per.423
White, K., & Dahl, D.W. (2007). Are all out-groups created equal? consumer identity and dissociative influence. Journal of consumer research, 34(4), 525-536. Retrieved January 18, 2023 https://doi.org/10.1086/520077
Widyastuti, P. (2022). Shopping Anxiety and “Fear of Missing Out” (FOMO) for purchase intention of e-commerce during pandemic covid-19. Journal ekonomi, 11(02), 1116-1123. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/499
Workman, J. E. & Lee, S. & Liang, Y., (2020). Social media engagement, gender, materialism, and money attitudes. International textile and apparel association annual conference proceedings 77(1). Retrieved January 11, 2023 https://doi.org/10.31274/itaa.12084
Wu, S. (2022, April). Research on Young Investors’ Behaviors. In 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) (pp. 865-869). Atlantis Press. Retrieved January 11, 2023 https://www.atlantis-press.com/article/125973953.pdf
Yan, R. N., Diddi, S., & Bloodhart, B. (2021). Predicting clothing disposal: the moderating roles of clothing sustainability knowledge and self-enhancement values. Cleaner and Responsible Consumption, 3, December 2021 https://doi.org/10.1016/j.clrc.2021.100029
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
วารสารบริหารธุรกิจศรีนครินทรวิโรฒ ยินดีรับบทความวิจัยและบทความทางวิชาการด้านบริหารธุรกิจ เพื่อพิจารณาตีพิมพ์เผยแพร่ในวารสาร ซึ่งทัศนะและข้อคิดเห็นใดๆ ในวารสารฯ ถือเป็นความคิดเห็นและความรับผิดชอบโดยตรงของผู้เขียน มิใช่เป็นความคิดเห็นและความรับผิดชอบใดๆ ของคณะบริหารธุรกิจเพื่อสังคม มหาวิทยาลัยศรีนครินทรวิโรฒ ผู้ประสงค์จะนำบทความหรือบทวิจารณ์ใดๆ ไปเผยแพร่ จะต้องได้รับการอนุญาตจากวารสารเป็นลายลักษณ์อักษร ลิขสิทธิ์บทความที่เผยแพร่ทั้งหมดเป็นของวารสารบริหารธุรกิจศรีนครินทรวิโรฒ
