THE EFFECT OF CONSUMERS' FEAR OF MISSING OUT (FOMO) AND HEDONIC CONSUMPTION BEHAVIOR ON COUNTERFEIT PRODUCT PURCHASE BEHAVIOR

Talha Doğan; Yıldırım Yıldırım

Makale detayları

THE EFFECT OF CONSUMERS' FEAR OF MISSING OUT (FOMO) AND HEDONIC CONSUMPTION BEHAVIOR ON COUNTERFEIT PRODUCT PURCHASE BEHAVIOR

Yazarlar:

Talha Doğan | Yıldırım Yıldırım

Yayıncı:

Inonu University

Ana Başlıklar:

İşletme

Dergi:

Akademik Yaklaşımlar Dergisi Vol.15 Issue 3, pp.1575-1598

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001337600

pISSN:

2146-1740

Anahtar kelimeler:

Özet:

 The basis of FOMO is to have fun and pleasurable experiences, not to miss a discount opportunity or a meeting offer, in short, to be at the center of all social relationships and interactions. Hedonic consumption, on the other hand, means getting pleasure or shopping for pleasure, buying products. Counterfeit product is the legal production of similar products of the original product. In other words, counterfeit products are not exact replicas of original products, but imitations of some features of the original. In this study, the effects of consumers fear of missing out and hedonic consumption behaviors on their counterfeit product purchasing behavior were investigated. As a result of the study conducted with 604 people through an online survey, it was concluded that both the fear of missing out and hedonic consumption behaviors of consumers significantly and positively affect their counterfeit purchasing behavior. In addition, a positive correlation was found between FOMO and hedonic consumption behavior. Accordingly, consumers may tend to engage in hedonic consumption by adopting the things they do, the places they go and the products they buy from the people they watch, see or follow. FOMO is actually a hedonistic emotional state in itself because at the core of FOMO are fears of missing out and others might be having rewarding experiences. Since there is no domestic or foreign study in which FOMO and counterfeit products are discussed together or the effects of these concepts on each other are examined, this study is thought to contribute to the literature.

 The basis of FOMO is to have fun and pleasurable experiences, not to miss a discount opportunity or a meeting offer, in short, to be at the center of all social relationships and interactions. Hedonic consumption, on the other hand, means getting pleasure or shopping for pleasure, buying products. Counterfeit product is the legal production of similar products of the original product. In other words, counterfeit products are not exact replicas of original products, but imitations of some features of the original. In this study, the effects of consumers fear of missing out and hedonic consumption behaviors on their counterfeit product purchasing behavior were investigated. As a result of the study conducted with 604 people through an online survey, it was concluded that both the fear of missing out and hedonic consumption behaviors of consumers significantly and positively affect their counterfeit purchasing behavior. In addition, a positive correlation was found between FOMO and hedonic consumption behavior. Accordingly, consumers may tend to engage in hedonic consumption by adopting the things they do, the places they go and the products they buy from the people they watch, see or follow. FOMO is actually a hedonistic emotional state in itself because at the core of FOMO are fears of missing out and others might be having rewarding experiences. Since there is no domestic or foreign study in which FOMO and counterfeit products are discussed together or the effects of these concepts on each other are examined, this study is thought to contribute to the literature.

 The basis of FOMO is to have fun and pleasurable experiences, not to miss a discount opportunity or a meeting offer, in short, to be at the center of all social relationships and interactions. Hedonic consumption, on the other hand, means getting pleasure or shopping for pleasure, buying products. Counterfeit product is the legal production of similar products of the original product. In other words, counterfeit products are not exact replicas of original products, but imitations of some features of the original. In this study, the effects of consumers fear of missing out and hedonic consumption behaviors on their counterfeit product purchasing behavior were investigated. As a result of the study conducted with 604 people through an online survey, it was concluded that both the fear of missing out and hedonic consumption behaviors of consumers significantly and positively affect their counterfeit purchasing behavior. In addition, a positive correlation was found between FOMO and hedonic consumption behavior. Accordingly, consumers may tend to engage in hedonic consumption by adopting the things they do, the places they go and the products they buy from the people they watch, see or follow. FOMO is actually a hedonistic emotional state in itself because at the core of FOMO are fears of missing out and others might be having rewarding experiences. Since there is no domestic or foreign study in which FOMO and counterfeit products are discussed together or the effects of these concepts on each other are examined, this study is thought to contribute to the literature.

 FOMOnun temelinde eğlenceli ve haz dolu deneyimleri yaşama, bir indirim fırsatını ya da bir buluşma teklifini kaçırmama kısaca tüm sosyal ilişkilerin ve etkileşimlerin merkezinde olmak vardır. Hedonik tüketim ise haz almak veya haz alarak alışveriş yapmak, ürün satın almak anlamına gelmektedir. Taklit ürün ise orijinal ürünün benzerlerinin yasal üretimidir. Başka bir deyişle taklit ürünler orijinal ürünlerin birebir benzerleri değil, orijinalin bazı özelliklerinin taklit edilmiş halidir. Bu araştırmada tüketicilerin gelişmeleri kaçırma korkularının ve hedonik tüketim davranışlarının taklit ürün satın alma davranışları üzerindeki etkileri araştırılmıştır. 604 kişiyle çevrimiçi anket yoluyla yapılan çalışma sonucunda tüketicilerin hem gelişmeleri kaçırma korkusunun hem de hedonik tüketim davranışlarının onların taklit ürün satın alma davranışlarını anlamlı ve pozitif yönde etkilediği sonucuna ulaşılmıştır. Ayrıca FOMO ile hedonik tüketim davranışı arasında da pozitif korelasyon tespit edilmiştir. Buna göre tüketiciler izledikleri, gördükleri ya da takip ettikleri kişilerin yaptıkları şeyleri, gittikleri yerleri ve satın aldıkları ürünleri benimseyerek hazcı tüketim eğiliminde bulunabilmektedirler. FOMO aslında başlı başına hazcı bir duygu durumudur çünkü FOMOnun özünde, bir şeyleri kaçırma ve başkalarının ödüllendirici deneyimler yaşıyor olabileceği gibi korkular yatmaktadır. FOMO ve taklit ürünlerin birlikte ele alındığı veya bu kavramların birbirlerine olan etkilerinin incelendiği herhangi bir yerli veya yabancı çalışma bulunmaması nedeniyle, bu çalışmanın alana katkı sağlayacağı düşünülmektedir.

Makale detayları

THE EFFECT OF CONSUMERS' FEAR OF MISSING OUT (FOMO) AND HEDONIC CONSUMPTION BEHAVIOR ON COUNTERFEIT PRODUCT PURCHASE BEHAVIOR

Yazarlar:

Talha Doğan | Yıldırım Yıldırım

Yayıncı:

Inonu University

Ana Başlıklar:

İşletme

Dergi:

Akademik Yaklaşımlar Dergisi Vol.15 Issue 3, pp.1575-1598

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001337600

pISSN:

2146-1740

Fear of missing out

FOMO

Hedonic consumption

Counterfeit products

Consumer behavioursGelişmeleri Kaçırma Korkusu

FOMO

Hedonik Tüketim

Taklit Ürün Satın Alma Davranışı

Sayı

Makale detayları

Yazarlar: Talha Doğan | Yıldırım Yıldırım

Yayıncı: Inonu University

Ana Başlıklar: İşletme

Dergi: Akademik Yaklaşımlar Dergisi Vol.15 Issue 3, pp.1575-1598

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001337600

pISSN: 2146-1740

Sayı

Yazarlar:

Talha Doğan | Yıldırım Yıldırım

Yayıncı:

Inonu University

Ana Başlıklar:

İşletme

Dergi:

Akademik Yaklaşımlar Dergisi Vol.15 Issue 3, pp.1575-1598

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001337600

pISSN:

2146-1740