Limited fashion products serve as a strategy for demonstrating the brand’s vitality and presence by satisfying the emotional needs of consumers seeking to escape from the boredom of similar products. The MZ generation values unique experiences and desires to purchase rare and unique products. Accordingly, the fashion industry prioritizes launching limited fashion products that emphasize artistry and can convey different values compared to existing products. The open-run phenomenon, characterized by people waiting in line before the store opens and then running to the store to purchase these limited products as soon as the store opens, is rapidly emerging as a consumer trend in our society. This study explored the impact of fashion consumers’ psychological factors-that is, FOMO, brand attachment, and need for uniqueness-on their open-run intention for limited fashion products. An online survey was administered to test the research hypotheses on Korean consumers, and 300 responses were statistically analyzed using the SPSS 28.0 program. The results revealed that FOMO, brand attachment, and the need for uniqueness significantly increased open-run intention for limited fashion products. Furthermore, consumers’ fashion involvement appeared to have a significant positive moderating effect on FOMO, brand attachment, and open-run intention. However, it did not substantially impact the effect of the need for uniqueness on open-run intention.

이 연구는 한국에서 디지털 기술과 소셜미디어의 확산으로 인해 심화 되고 있는 포모(FOMO, Fear of Missing Out)가 전체주의적 경향을 강 화할 가능성이 있는지에 대해서 탐구한다. 현재 한국은 높은 수준의 디 지털 환경을 기반으로 빠르게 변화하고 있다. 이러한 디지털 환경은 개 인이 사회적 고립에서 벗어나는 데 도움을 줄 수 있으나, 포모에 빠져들 게 할 수도 있다. 포모는 분노와 혐오, 그리고 폭력성 등의 개인적 심리 현상에 그치지 않고, 소속감 욕구를 강화함으로써 집단 동조와 적대적 행위를 촉진하여 궁극적으로 사회적 구조에 영향을 미친다. 이러한 포모 의 메커니즘은 전체주의적 메커니즘과 유사하다. 전체주의는 분열된 사 회 속에서 고립된 개인들을 대상으로 하며, 이들에게 강력한 소속감을 제공함으로써 집단적 충성을 요구한다. 그러므로 이 연구에서는 한국의 문화적‧기술적‧정치적 상황에서 포모를 분석하고, 이를 통해 한국의 디지 털 환경 속에서 형성되는 포모가 전체주의적 경향에 어떠한 영향을 미치 는지를 논의하고자 한다.

Fear of missing out (FoMO) is an emotional, psychological, intellectual, and physical feeling of deprivation or exclusion from an event. This paper aims at finding key factors and sub-factors responsible for FoMO among social media users. The survey data for conducting factor analyses and structural equation modeling (SEM) was collected from heavy and moderate users of social media. It analysed the role of gratification, popularity, and acceptance in social media users in the FoMO phenomenon. The factor analyses gave the final construct impacting FoMO. The study highlighted the agenda for future researchers in the given domain.

Fear of missing out (FOMO) refers to the customer's perception of being anxious for not engaging in an experience. FOMO is an anxiety feeling positively associated with social media usage that one cannot catch up on something important in life. Fear of missing out (FOMO) marketing appeals initiated from social media usage were found to significantly affect consumer purchase decisions including choice of destination. Consumers usually browse social media and social networking sites such as forums and reviews in online tourism agents (OTAs) when they make travel decisions. Although FOMO is expected to affect tourists' perception and urgency in making a tourism decision, the use of FOMO-laden message to promote travel destination through different types of influencers has not yet been widely studied. This study fills this research gap by examining the effect of using FOMO laden content to promote travel destination through different types of influencers. An online experiment was conducted with four experimental conditions in which different influencers share about a destination using the same FOMO-laden message: (1) travel KOL, (2) tourists who post user-generated-content (UGC), (3) personal friends, and (4) a control condition with the absence of influencer and FOMO message. The 984 respondents were randomly assigned into one of the four experimental conditions. Data collected was analysed using PLS-SEM and PLS-MGA. Results indicated that anticipated elation, anticipated envy, and social influence predicted 30.2% variance of FOMO and FOMO explained 31.6% of variance of intention to visit the destination promoted. Multi-group analysis (PLS-MGA) found that exposure to message shared by travel KOL and personal friends significantly strengthen the FOMO feeling of participants resulting in strong intention to visit the destination promoted. UGC posted by tourists showed similar effect as the non-FOMO laden control group and are less significant in driving the FOMO feeling that leads to visit intention. Findings of this study provide insights into how effectiveness of destination promotion can be enhanced by using FOMO-laden message on social media through influential influencers.