Ảnh hưởng của hội chứng FOMO và việc tiếp xúc với người có ảnh hưởng đến ý định mua hàng: trường hợp sinh viên Đà Nẵng
DOI:
https://doi.org/10.24311/jabes/2025.36.3.06Từ khóa:
FOMO, Người có ảnh hưởng, Ý định mua hàng, Sinh viênTóm tắt
Nghiên cứu này đóng góp vào cơ sở lý thuyết hiện tại bằng cách xem xét vai trò điều tiết của hội chứng nỗi sợ bị bỏ lỡ (Fear of Missing Out ‒ FOMO) trong ảnh hưởng của sự tiếp xúc với người có ảnh hưởng (Influencer) đến ý định mua hàng, đồng thời cũng xem xét vai trò ảnh hưởng của FOMO đến ý định mua hàng thông qua các yếu tố tâm lý. Phân tích dữ liệu từ hơn 207 mẫu khảo sát các sinh viên tại Đà Nẵng cho thấy FOMO tác động đến ý định mua hàng thông qua ba biến trung gian: sự phấn khích được mong đợi, và sự tự nâng cao bản thân và chi phí hối tiếc dự kiến. Trong đó, hai biến đầu tiên củng cố ý định mua hàng còn chi phí hối tiếc dự kiến làm suy yếu ý định mua hàng của sinh viên. Nghiên cứu này còn cho thấy mối quan hệ tích cực giữa sự tiếp xúc với influencer và ý định mua hàng, thông qua việc thúc đẩy mong muốn bắt chước và chủ nghĩa vật chất. Tuy nhiên, kết quả nghiên cứu không cho thấy vai trò điều tiết của FOMO đối với tác động của sự tiếp xúc với influencer đến chủ nghĩa vật chất và ý định mua hàng. Các hàm ý thực tiễn của kết quả nghiên cứu cũng được thảo luận.
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