Dinh Thi Cam Tu, Lee Yoonjae
Department of Business Administration, Yeungnam University, Gyeongsan, 38541, South Korea.
Heliyon. 2024 Aug 15;10(16):e36387. doi: 10.1016/j.heliyon.2024.e36387. eCollection 2024 Aug 30.
This study addresses the existing gap in theoretical and empirical research concerning the impact of social media influencers (SMIs) on followers' purchasing decisions. The primary aim is to explore and elucidate followers' journey from exposure to SMIs to the manifestation of conspicuous consumption. Grounded in the stimulus-organism-response framework and self-determination theory, the research proposes a dual model focusing on mediating factors such as social comparison, desire to mimic, materialism, and fear of missing out (FOMO). To achieve this objective, a survey targeting 272 respondents was conducted on the MTurk platform. The study findings reveal that exposure to SMIs triggers social comparisons and FOMO, subsequently influencing the acquisition of conspicuous products. Additionally, the study identifies that exposure to SMIs amplifies the desire to mimic and stimulates materialistic tendencies, thereby contributing to conspicuous consumption. The proposed Intrinsic-Extrinsic Consumption Motivation Model emerges as a novel framework to enhance our understanding of how SMIs influence conspicuous consumption, providing valuable insights for developing effective advertising programs.
本研究填补了关于社交媒体影响者（SMIs）对追随者购买决策影响的理论和实证研究的现有空白。主要目的是探索并阐明追随者从接触SMIs到炫耀性消费表现的过程。基于刺激-机体-反应框架和自我决定理论，该研究提出了一个双重模型，重点关注社会比较、模仿欲望、物质主义和错失恐惧（FOMO）等中介因素。为实现这一目标，在MTurk平台上对272名受访者进行了一项调查。研究结果表明，接触SMIs会引发社会比较和FOMO，进而影响炫耀性产品的购买。此外，该研究还发现，接触SMIs会增强模仿欲望并激发物质主义倾向，从而促成炫耀性消费。所提出的内在-外在消费动机模型成为一个新颖的框架，有助于增强我们对SMIs如何影响炫耀性消费的理解，为制定有效的广告计划提供有价值的见解。
