| dc.description.abstract | This research was conducted to examine the factors of fear of missing out influencing product usage – a case study on Pokemon GO players in Ho Chi Minh city. The study utilized the previous Fear Of Missing Out models of Przybylski et al (2013), Abel et al (2016), and Beyens et al (2016) which describe several factors of Fear of Missing Out which have the most ability to affect the level of Pokémon GO app usage: Self-esteem, social interaction, feelings of inadequacy, irritability, need to belong, and need for popularity. Questionnaire (N=323) with 93 directly survey questionnaires and 230 online survey questionnaires were set out to explore these relationships and being analyzed by using SPSS.
Linear Regression Analysis showed that “self esteem & social interaction” and “need for popularity” had positive relationships with Pokemon GO usage. Moreover, T-test reveals that there is a significant difference between frequent and nonfrequent app users in public parks regarding the Pokemon GO Usage (where it is used as an independent variable to test the correlation with Pokemon GO Usage). On the other hand, “inadequacy & irritability” and “need to belong” and were not related to Pokemon GO usage. The results suggest that organizations & companies should improve the interactivity between the users and the products, by incorporating “self esteem & social interaction” and “need for popularity” in their communications. Additionally, organizations & companies should leverage existing fear of missing out tactics to enhance consumers’ experience. | en_US |
