Gelişmeleri Kaçırma Korkusunun Kuşaklar Üzerindeki Tatil Satın Alma Niyetlerine Etkisi (The Effect of Fear of Missing Out on Holiday Purchase Intention on Generations)
DOI:
https://doi.org/10.21325/jotags.2020.676Keywords:
Fear of missing out, Social media, Gen X, Gen Y, Purchase intentionAbstract
Fear of Missing Out (FoMO), which is expressed as a technological disease of our time (Yıldırım & Kişioğlu, 2018), is seen as an emotion that people feel they are not included in social media and feel out of the events (Gil et al., 2015). This emotional state, which is triggered by the active use of social media (Blackwell et al., 2017; Przybylski et al., 2013), differs between those who have more command of developing technology and those who do not. It is thought that this situation can be explained mostly by the difference between generations. In the literature, there is a study (Çetinkaya and Şahbaz, 2019) that shows that the fear of missing out has an effect on the intentions of people to buy holidays, but no studies on consumption behaviors of individuals in different generations have been found. From this point of view, the aim of this study is to reveal whether the X and Y generations have a significant effect on the relationship between FoMO and holiday purchase intention. For this purpose, the age of X, born between 1965-1979, and the generation Y (Crumpacker and Crumpacker, 2007) born between 1980 and 1999, used social media to easily access the sampling method, using social media, an internet-based questionnaire was applied on the groups. As a result of the research, it was seen that the FoMO levels and holiday purchase intentions of the two generations did not differ; It has been observed that the X and Y generations have a low effect on the relationship between FoMO and holiday purchase intention.
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