- 學位論文
探討Z世代害怕錯過對購買意願的影響
The Impact of FoMO on Purchase Intention for Generation Z
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摘要
害怕錯過（FoMO）被定義為一種心理現象，描述了社群網站的使用者經歷擔心錯過與他人產生連結的機會所引發的焦慮感受。迄今為止的研究表明，FoMO被認為是過度使用社群媒體的負面後果。本研究從不同角度探討如何將FoMO視為影響消費者在社群媒體上之購買意願的正面因素。此外，本研究也探討Z世代消費者的個體差異，包括自尊、社會比較取向和孤獨感，這些差異是由社交焦慮、害怕錯過和從眾消費中介的，進而影響透過社群媒體上消費者的購買意願。本研究使用了425份來自線上問卷的Z世代樣本，並使用結構方程模型（SEM）分析。研究結果顯示，社會比較取向和孤獨感對FoMO有顯著的正向影響。孤獨感對社交焦慮也有顯著的正向影響。此外，FoMO對從眾消費有顯著影響，同時FoMO也對從眾消費有顯著影響。然而，低自尊對FoMO沒有顯著且負向的影響，社交焦慮對FoMO也沒有顯著的影響。這項研究結果有助於在社群媒體上向Z世代消費者銷售產品或服務的行銷人員或廣告商，以幫助他們了解Z世代的特徵及購買意願。
並列摘要
The fear of missing out (FoMO) is defined as a psychological phenomenon that describes the concern of missing out on a rewarding experience. Studies to date have indicated that FoMO is considered a negative consequence of the excessive use of social media. This study explores how FoMO can be viewed as a positive factor that affect consumers’ purchase intentions on social media from a different perspective. Additionally, this study investigated the individual differences of Generation Z (Gen Z) consumers, including self-esteem, social comparison orientation, and loneliness, which are mediated by social anxiety, fear of missing out, and conformity consumption, and affect consumers’ purchase intention on social media. This study used 425 Gen Z samples from online questionnaires and Structural Equation Modeling (SEM). The results revealed that social comparison orientation and loneliness significantly and positively influenced on FoMO. On the other hand, loneliness is significantly and positively associated with social anxiety. Furthermore, FoMO has a significant influence on conformity consumption and purchase intention. However, low self-esteem and social anxiety did not have a significant negative impact on FoMO. This study findings have delivered significant practical implications for online marketers and advertisers who plan to sell products or service to Gen Z on social media.
參考文獻
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