Vliv fenoménu FOMO na spotřebitelské rozhodování

Abstract

This bachelor’s thesis examines the influence of the FOMO (Fear of Missing Out) phenomenon on consumer decision-making. The theoretical part defines the psychological foundations of consumer behavior and the factors that influence consumers and accompany them throughout the decision-making process. Furthermore, the thesis focuses on the FOMO phenomenon itself and impulsive buying behavior, which is closely associated with this phenomenon. The thesis also includes a description of marketing techniques that utilize a sense of scarcity or social influences to affect purchasing decisions. The aim of the thesis is to analyze the influence of FOMO within consumer decision-making and to identify its relationship with impulsive buying behavior. Subsequently, the thesis seeks to determine the role that consumers’ demographic characteristics play in this context, which marketing triggers influence them most toward immediate purchases, and the relationship between the FOMO phenomenon and the frequency of social media use. To obtain the data necessary for evaluating the established objectives, quantitative research in the form of an online questionnaire survey was conducted. The resulting data were subsequently processed and further interpreted. The research results indicate that FOMO frequently occurs among the examined sample and that its associated influences also affect respondents’ behavior to a certain extent. In the conclusion of the thesis, indicative recommendations are proposed that reflect the specific needs of the examined sample and may serve as suggestions for further development.