| Abstract [eng] |
55 pages, 16 charts, 2 pictures, 118 references. The main purpose of the master's thesis is to determine the impact of fear of missing out messages, FOMO, arousal, message trust and impulsive buying tendency on urge to buy impulsively online. The work consists of three main parts: literature analysis, research methodology and empirical research data analysis, conclusions and proposals. The theoretical part of the work analyses the conceptual aspects of impulsive buying, the theoretical aspects of the fear of missing out and the factors causing it. A research model was created based on the literature analysis. For the quantitative empirical research, four questionnaires were created, where the respondents were presented with different advertising messages. Data was collected using an online survey. A total of 349 respondents participated in the survey. The research results were processed using the SPSS software package. Cronbach's alpha reliability analysis was used to assess the reliability of the scales, which showed that the scales used in the study were adequate. The calculation of differences, linear regression, and moderation analysis were used to test the hypotheses. The results of the study showed that limiting the quantity and time to purchase a product leads to consumer perceived arousal and personal FOMO. In both cases, perceived arousal and FOMO are higher when the user is presented with high-constraint messages than with low-constraint messages. The study found that consumers trust a message more when the quantity or time limit is low. Perceived arousal, FOMO, impulse buying tendency, and trust in the message were found to have a positive influence on the urge to buy impulsively online. Also, the positive relationship between perceived arousal and urge to buy impulsively is moderated by impulsive buying tendency. Based on the results, businesses are recommended to use limited-time and limited-quantity messages. It is offered to use these messages for daily purchases of consumer goods online. These types of messages evoke emotions in users that can lead to impulsive decisions. Also, it is recommended to consider how the limitation of quantity or time is formed, since a high limitation of quantity for goods of daily use may cause consumers to distrust and fear of being manipulation. |
