International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 5 (May 2025), Pages: 120-128

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 Original Research Paper

Fear of missing out and smartwatch purchase intentions

 Author(s): 

 Munkhbayasgalan Ganbold, Urandelger Gantulga *, Burmaa Sampil

 Affiliation(s):

 Marketing and Trade Department, National University of Mongolia, Ulan Bator, Mongolia

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0003-0095-5539

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.05.012

 Abstract

This study investigates how perceived values among young consumers affect their intention to purchase smartwatches. Understanding the relationship between perceived values and purchase intention is essential for developing marketing strategies that effectively influence young consumers' decisions to buy smartwatches. This paper outlines a research design aimed at exploring how young consumers' perceived values impact their purchase intentions towards smartwatches, while also examining the moderating role of Fear of Missing Out (FOMO) in the relationship between consumer attitude and purchase intention. Data was collected through an online survey, with responses from 300 completed questionnaires analyzed using SPSS 27 and SmartPLS 4 statistical software. The findings indicate that hedonic or emotional value is more significant to young consumers than utilitarian or functional value. Additionally, FOMO serves as a moderator, affecting the link between consumer attitude and their intention to purchase smartwatches. These findings provide valuable insights for marketers and entrepreneurs aiming to create more effective marketing strategies to attract and engage young consumers.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Perceived values, Purchase intention, Young consumers, Emotional value, Fear of missing out

 Article history

 Received 3 November 2024, Received in revised form 23 March 2025, Accepted 2 May 2025

 Acknowledgment

No Acknowledgment. 

  Compliance with ethical standards

  Ethical considerations

The authors confirm that participation in the survey was voluntary and anonymous, and all participants provided informed consent. The study was conducted in accordance with the ethical standards of social science research.

  Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Ganbold M, Gantulga U, and Sampil B (2025). Fear of missing out and smartwatch purchase intentions. International Journal of Advanced and Applied Sciences, 12(5): 120-128

  Permanent Link to this page

 Figures

  Fig. 1  Fig. 2

 Tables

  Table 1  Table 2  Table 3  Table 4  Table 5 

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