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Social Sciences › Business, Management and Accounting › Marketing
Chinese Consumers' Herd Consumption Behavior Related to Korean Luxury Cosmetics: The Mediating Role of Fear of Missing Out
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Paper Summary
Conflicts of Interest
Identified Weaknesses
Rating Explanation
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Paper Summary
Paperzilla title
FoMO Makes Chinese Consumers Buy All the K-Beauty! (But Mostly Because They Care What Others Think)
Chinese consumers' herd behavior towards Korean luxury cosmetics is driven more by social identity needs (self-esteem and recognition) than emotional needs (hedonic and symbolic). Fear of missing out (FoMO) plays a mediating role, strengthening the relationship between these psychological needs and brand involvement, which in turn leads to increased herd behavior.
Possible Conflicts of Interest
None identified
Identified Weaknesses
Limited Generalizability
The sample size, while adequate, is still relatively small and focused on five major Chinese cities. This limits the generalizability of the findings to the broader Chinese consumer population, especially considering the vast cultural and economic diversity within China.
Self-Reported Data
The study relies on self-reported data, which can be subject to social desirability bias and other reporting inaccuracies. Actual purchase behavior might differ from stated intentions or perceptions.
Cross-Sectional Design
The cross-sectional design only captures a snapshot in time. Consumer behavior, especially towards luxury goods, can be influenced by trends and economic fluctuations, thus longitudinal research would provide more robust insights.
Limited Brand Selection
The study focuses on only two Korean luxury cosmetic brands. While popular, these brands may not fully represent the entire K-beauty market, and the findings may not be generalizable to other luxury cosmetic brands, Korean or otherwise.
Omitted Variables
The study doesn't consider other potential mediators or moderators, such as cultural influences, social media marketing, or individual differences in susceptibility to FoMO. These factors could play a significant role in herd consumption behavior.
Rating Explanation
The study presents a relevant and interesting investigation into the motivations behind herd consumption behavior. The methodology is generally sound, using SEM to analyze survey data. However, several limitations, including the small sample size, cross-sectional design, self-reported data, limited brand selection, and potential omitted variables, prevent a higher rating. The study contributes to the literature but further research is needed to address these limitations and strengthen the findings.
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Topic Hierarchy
File Information
Original Title:
Chinese Consumers' Herd Consumption Behavior Related to Korean Luxury Cosmetics: The Mediating Role of Fear of Missing Out
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July 14, 2025 at 11:02 AM
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