Idol attachment, Consumer Fanaticism and Purchase Intention of young Vietnamese consumers: The mediation of FOMO

Abstract

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