- 學位論文
錯失焦慮對社交媒體成癮、購買意願、强迫性購買行為之影響——在正念調解下印尼及台灣韓流粉絲之觀點
The Influence of FOMO on Social Media Addiction, Purchase Intention, and Compulsive Buying: Perspective of Indonesian and Taiwanese K-Pop Fans with Mindfulness Moderation
摘要
韓流偶像在社交媒體上的興起增強了全球粉絲的忠誠度，也引發了錯失焦慮，導致粉絲對社交媒體的依賴增加，購買意願上升，並可能導致強迫性購買行為。這項研究將探討錯失焦慮在韓流粉絲中的影響，特別是對社交媒體成癮（Topino等，2023；Parveiz等，2023）、購買意願（Bläse等，2023）和強迫性購買行為（Hussain等，2023）的影響。除此之外，本研究探討正念實踐在預防這些行為方面的潛力（Sofia等，2023；Sa'id and Cessia Sukma Dewi，2022；Aldbyani，2024；Chang等，2023；Brailovskaia and Margraf，2024），並支持韓流粉絲擁有更加平衡和正面的消費心態。 本研究把問卷調查發送給印尼和台灣粉絲。總共收到370份，其中363份有效。印尼粉絲有188份，台灣粉絲有175份。本研究以PLS- SEM為研究方法，透過 SPSS 和 SmartPLS4 軟體分別進行敘述性分析，測量模型、結構模型、路徑分析和多群組分析。 研究結果顯示，對韓流粉絲而言，錯失焦慮對購買意願、社交媒體成癮和強迫性購買行為有顯著影響。此外，研究發現，社交媒體成癮在錯失焦慮與購買意願以及錯失焦慮與強迫性購買行為之間存在中介的作用。同時，購買意願對強迫性購買行為也有顯著影響。而正念在一定程度上減少了錯失焦慮與社交媒體成癮之間的聯繫。最後，研究還發現印尼和台灣粉絲在部分互動中存在顯著差異。錯失焦慮和社交媒體成癮對印尼粉絲的購買意願和強迫性購買行為的影響，比對台灣粉絲更強。 本研究的建議，透過PEMSS方法來實踐正念可以減輕這些負面影響。關鍵策略包括定期放鬆、進行創意和體力活動、冥想和培養社交聯繫，同時通過限制屏幕使用時間和多參與現實生活互動來減少社交媒體成癮。然而，這項研究的管理意涵在於僅針對兩個國家的韓流粉絲進行了定性的調查，因此建議未來的研究應擴展到更多國家的韓流粉絲，並採用混合研究方法，以獲得更全面的觀點。
並列摘要
The rise of K-Pop on social media has improved global fan loyalty while also triggering FOMO, resulting in increased social media addiction, purchase intention, and compulsive buying among fans. This study will look into the presence and impact of FOMO among K-Pop fans, specifically how it affects social media addiction (Topino et al., 2023; Parveiz et al., 2023), purchase intentions (Bläse et al., 2023), and compulsive buying behavior (Hussain et al., 2023). Additionally, the study will look into the potential prevention effects of mindfulness practices (Sofia et al., 2023; Sa'id and Cessia Sukma Dewi, 2022; Aldbyani, 2024; Chang et al., 2023; Brailovskaia and Margraf, 2024), aiming to promote a more balanced and mindful approach among K-Pop fans. The questionnaire was distributed to the Indonesian and Taiwanese K-Pop fans. There were 363 valid responses out of 370 overall. Of these, 188 were from Indonesians and 175 from Taiwanese respondents. This study using SPSS and SmartPLS 4, employing the PLS-SEM method to conduct the descriptive analysis, measurement model, structural model testing, path analysis and multi-group analysis. The study revealed that FOMO had a significant impact on purchase intention, social media addiction, and compulsive buying behaviors among K-Pop fans. Moreover, the study found that social media addiction acts as a mediator in the link between FOMO, purchase intention, and compulsive buying behavior. In addition, it also found that purchase intention has a significant impact on compulsive buying behavior. Furthermore, mindfulness was found to reduce the connection between FOMO and social media addiction to some extent. In addition, the study found significant differences between Indonesian and Taiwanese fans in these interactions. FOMO and social media addiction have a stronger impact on Indonesians' purchase intention and compulsive buying behavior than on Taiwanese. The study's implications reveal that practicing mindfulness through a comprehensive self-care approach (PEMSS) can mitigate these negative effects. Key strategies include regular relaxation, creative and physical activities, meditation, and fostering social bonds, alongside reducing social media addiction by setting screen time limits and focusing on real-life interactions. The limitations of this study are simply taking aim at K-Pop fans in two countries and using a one-time approach. As a result, future research should look at K-Pop fans in more countries and combine both quantitative and qualitative methods to gain a broader perspective.