The effects of online-specific FoMO on generation Z’s masstige brand consumption

• Main Author: Mendoza, Ma. Danica B.
• Format: text
• Language: English
• Published: Animo Repository 2019
• Subjects: Consumer behavior; Fear of missing out; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6418; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13493/viewcontent/MENDOZA_MDB2.pdf
• Institution: De La Salle University

The purpose of this research is to investigate the effect of Fear of Missing Out (FoMO) on Generation Z‘s consumption behaviour of masstige brand apparels. Structural equation modeling was used in this study. The conceptual model adopts the integrated theoretical model of Hagger et al. which integrates Self-Determination Theory (SDT) by Deci and Ryan and The Need to Belong Theory by Baumeister & Leary. This study used convenience sampling in order to achieve 330 respondents in the target age group of 18-23 from Metro Manila. In the overall framework, results in the present study, showed that online-specific FoMO is not as effective in influencing the masstige brand consumption of generation Z consumers. The results showed that online-specific FoMO affects the formation of beliefs in consumer consumption; it amplifies the effects of their need to belong on their attitudes. The study also shows online-specific FoMO influencing the effects of the consumer’s motivation operationalized as their need to belong on the belief-based construct of attitudes. This implies that the presence online-specific FoMO in the consumer will affect their salient beliefs. For marketers of masstige brands, this means that in order to increase the probability that Gen Z consumers will form positive attitudes about purchasing their products; the sense of FoMO in the consumers should be stimulated in their marketing appeals. The research contributes to the overall understanding of the effects of online-specific FoMO on consumers, particularly generation Z consumers. Furthermore, the study paves the way for further research in the concept of FoMO.