自我调节与恐慌性购买:研究 "害怕错过 "的制动机制效应

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-07-19 DOI:10.1108/apjml-12-2023-1254
Tatiana Anisimova, Soniya Billore, Philip Kitchen
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引用次数: 0

摘要

目的大量研究表明,由于媒体和口碑(WOM)的负面影响而产生的 "害怕错过"(FoMO)会导致恐慌性购买,并对消费者的福祉产生负面影响。然而,能够最大限度地减少或消除这种影响的机制仍未得到充分研究。因此,在本研究中,我们探讨了消费者自我调节如何发挥制动机制的作用,以干预媒体和 WOM 对 FoMO 的负面影响。研究结果消费者自律受媒体渠道和 WOM 的负面影响,但受媒体内容的正面影响。消费者自律是 FoMO 的制动机制。研究的局限性/意义本研究的局限性与调查数据的收集有关。实践意义我们扩展了关于自我调节如何作为一种制动机制对复杂的 FoMO 结构起作用的知识,FoMO 结构由错过感和非理性行为组成。自我调节是 FoMO 的制动机制。因此,如果在媒体和 WOM 曝光之初就进行自我调节,就能抵消 FoMO,并有可能中止其对恐慌性购买的影响。社会影响从实际角度来看,政策制定者可以通过旨在帮助公众应对各种危机期间和危机之后所经历的难以承受的强烈负面情绪的支持计划和研讨会,帮助情绪脆弱的个人更好地进行自我控制。弱势群体,尤其是年轻一代,可以说更容易受到 FoMO 的影响,需要在营销领域对他们进行更深入的研究。 原创性/价值营销文献中对自我调节作用的研究很少,尤其是在抵消非理性消费行为方面。我们这项研究的独创性在于,它扩展和拓宽了人们对自我调节在大流行病背景下的作用的理解,并解决了自我调节对 FoMO 的影响尚无定论的问题。
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Self-regulation and panic buying: examining the brake mechanism effect on fear of missing out

Purpose

Extant research indicates that fear of missing out (FoMO) caused by the negative influence of media and word-of-mouth (WOM) leads to panic buying and generates a negative impact on consumer well-being. However, the mechanism that can minimise or abort this impact remains understudied. Therefore, in this study, we examine how consumer self-regulation functions as a brake mechanism to intervene with the negative influences of media and WOM on FoMO.

Design/methodology/approach

Data were collected from a representative sample in Australia. Hypotheses were tested by applying generalised structural equation modelling (GSEM), and analysis was conducted using the statistical software Stata 17.

Findings

Self-regulation is negatively influenced by media channels and WOM but is positively influenced by media content. Consumer self-regulation acts as a brake mechanism for FoMO. Panic buying, which is triggered by FoMO, has a significant impact on negative emotional well-being.

Research limitations/implications

The limitations of the study are associated with the survey data collection.

Practical implications

We extend the knowledge of how self-regulation works as a brake mechanism for the complex FoMO construct consisting of a perception of missing out accompanied by irrational behaviours. Self-regulation emerges as a brake mechanism for FoMO. Hence, if self-regulation is practiced at the inception of the media and WOM exposure, it can counteract FoMO and potentially abort its’ impact on panic buying.

Social implications

From a practical perspective, policymakers could help emotionally vulnerable individuals better engage in self-control practices through support programmes and workshops aimed at assisting the public in coping with overwhelming and intense adverse emotions experienced during and following various crises. Vulnerable cohorts, particularly the younger generation who are arguably more susceptible to FoMO, need to be studied more thoroughly in the marketing domain.

Originality/value

The role of self-regulation has been studied thinly in marketing literature, particularly in relation to offsetting irrational consumer behaviours. The originality of our study is that it extends and broadens the understanding of the role of self-regulation in the context of pandemics and addresses the inconclusive evidence of the impact of self-regulation on FoMO.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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