International Journal of Research Studies in Management
Divine Word College of San Jose Special Issue
2024 Volume 12 Issue 3
Available Online: 31 May 2024
Author/s:
Perez, Kiara D.*
Divine Word College of San Jose, Philippines (kiaradelgadoperez@gmail.com)
Fonollera, Krystelle Jane B.
Divine Word College of San Jose, Philippines (fonollerakrystelle@gmail.com)
Atienza, Criskel Mae M.
Divine Word College of San Jose, Philippines (kelatienza015@gmail.com)
Sarmiento, Dylan Marley R.
Divine Word College of San Jose, Philippines (dylansarmientoprat26@gmail.com)
Enano, Alyssa S.
Divine Word College of San Jose, Philippines (allysaenano@gmail.com)
Ilustre, Venice Margaux V.
Divine Word College of San Jose, Philippines (margauxvenice6@gmail.com)
Jimenez, Ritchie James W.
Divine Word College of San Jose, Philippines (zhanwong24@gmail.com)
Limos-Galay, Jenny A.
Divine Word College of San Jose, Philippines (jennygalay05@gmail.com)
Abstract:
Using descriptive-correlation analysis, this study aimed to determine the effects of fear-of-missing-out (FOMO) behavior in the students’ post-purchase experiences regarding post-purchase satisfaction and regret. The respondents were randomly selected from 203 Senior High School students in Divine Word College of San Jose. The data were gathered using a modified-adapted survey questionnaire and tabulated using descriptive statistics, Pearson Correlation Coefficient (r), and Regression Analysis to assess the students’ perceived level of FOMO behavior and post-purchase experience in terms of various sub-indicators and the relationship between and among the variables. The findings of this study revealed that FOMO behavior significantly influences the students’ purchasing decisions, affecting their post-purchase experiences. Moreover, this study observed higher post-purchase satisfaction than regret when taken alone. However, upon closer look, the study revealed that the relationship between the students’ FOMO behavior and post-purchase satisfaction is less significant compared to its association with post-purchase regret, highlighting the importance of perceived opportunity costs in shaping students’ post-purchase experiences with their purchasing decisions. Nevertheless, the findings showed that the students experienced regret mainly due to foregone alternatives rather than negative feelings in the social context associated with FOMO. Therefore, utilizing FOMO while prioritizing its perceived value or cost in marketing strategies could help businesses improve post-purchase experiences, leading to satisfaction. Given the findings, further research is needed regarding the other “missing-out” behaviors, like joy-of-missing-out (JOMO), to better understand the effect of these behaviors on post-purchase experiences.
Keywords: Fear-of-Missing-Out (FOMO), post-purchase experiences, satisfaction, regret, purchasing decision
DOI: https://doi.org/10.5861/ijrsm.2024.1051
Cite this article:
Perez, K. D., Fonollera, K. J. B., Atienza, C. M. M., Sarmiento, D. M. R., Enano, A. S., Ilustre, V. M. V., Jimenez, R. J. W., & Limos-Galay, J. A. (2024). Fear-of-Missing-Out (FOMO) behavior and post-purchase experiences of senior high school students in Divine Word College of San Jose. International Journal of Research Studies in Management, 12(3), 67-82. https://doi.org/10.5861/ijrsm.2024.1051
* Corresponding Author