Idol attachment, consumer fanaticism and purchase intention of young Vietnamese consumers: The mediation of fomo

Abstract

Purpose: The objective of this paper is to have a deeper understanding about fans' behaviors towards idol products. From there, this study can provide in depth knowledge about the term “Idol Attachment” and “Consumer Fanaticism” and its impacts on purchase intention of youngsters with the moderating of FOMO elements. Methodology: The study focuses on an online survey strategy using a convenience data sampling method to evaluate the created hypotheses. In the prospective research, moderated regression analysis and path analysis of structural equation modelling were both examined using Smart-PLS 4.0. 220 respondents from the age of 16-25 received online questionnaires but many of which were from young people located in Ho Chi Minh City with a response rate of 48%. The study also conducted face-to-face interviews to get deeper information. Findings: The study's findings revealed that Social comparison is unaffected by idol attachment, but Brand Attitude is positively influenced. Meanwhile, it has been demonstrated that Consumer Fanaticism has a favourable effect on Brand Attitude and Social Comparison. Because to this, brand attitude and social comparison play a role in users' psychological phenomenon of FOMO and have an impact on their decision to purchase idol products. According to a quantitative study that reveals that FOMO has a very substantial influence on this intention (f-square=0.802), it has been established that the effect of perceived behavioural control is quite small, despite the fact that this variable has an effect on buy intention. In contrast to Customer Fanaticism, Idol Attachment shows through the indirect effect testing that this component has comparatively less influence on Purchase Intention through FOMO. Originality: The current research is the first qualitative and quantitative research on Vietnamese young consumers' purchase intention of idol-relating products. This study also proves that the psychological phenomenon FOMO has a significant impact on this purchase intention and proposes a tested theoretical model of the factors leading to the above psychological phenomenon. Also, this research paper offers a theoretical basis on idol-related products, describing what they are (rather than only concentrating on the product that is advertised by idols) and the motivations behind why fans would want to purchase these items. This serves as the basis for more study.