THE BEHAVIOR OF FEAR OF MISSING OUT AFFECTING THE PURCHASE OF FASHION PRODUCTS

พฤติกรรมการกลัวการตกกระแสที่ส่งผลต่อการซื้อ สินค้าแฟชั่นตามกระแส

Authors

  • nattakarn rongyen Faculty of Management Science, Kasetsart University, Sriracha Campus
  • Thanapha Aungpanitchakol Faculty of Management Science, Kasetsart University, Sriracha Campus
  • Phurin Daokaew Faculty of Management Science, Kasetsart University, Sriracha Campus
  • Apinya Thongbo Faculty of Management Science, Kasetsart University, Sriracha Campus
  • Jaruporn Tangpattanakit Faculty of Management Science, Kasetsart University, Sriracha Campus

Abstract

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.

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Published

28-12-2023

How to Cite

rongyen, nattakarn, Aungpanitchakol, T. ., Daokaew , P. ., Thongbo, A. ., & Tangpattanakit, J. . (2023). THE BEHAVIOR OF FEAR OF MISSING OUT AFFECTING THE PURCHASE OF FASHION PRODUCTS: พฤติกรรมการกลัวการตกกระแสที่ส่งผลต่อการซื้อ สินค้าแฟชั่นตามกระแส. วารสารบริหารธุรกิจศรีนครินทรวิโรฒ: Srinakharinwirot Business Journal, 14(2), 116–131. Retrieved from https://ejournals.swu.ac.th/index.php/MBASBJ/article/view/15398