Authors: Munkhbayasgalan Ganbold, Urandelger Gantulga *, Burmaa Sampil
Affiliations:
Marketing and Trade Department, National University of Mongolia, Ulan Bator, Mongolia
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.
Perceived values, Purchase intention, Young consumers, Emotional value, Fear of missing out
https://doi.org/10.21833/ijaas.2025.05.012
Ganbold, M., Gantulga, U., & Sampil, B. (2025). Fear of missing out and smartwatch purchase intentions. International Journal of Advanced and Applied Sciences, 12(5), 120–128. https://doi.org/10.21833/ijaas.2025.05.012