Chinese Consumers’ Herd Consumption Behavior Related to Korean Luxury Cosmetics: The Mediating Role of Fear of Missing Out
Chinese consumers’ lavish and collective spending on Korean luxury cosmetics brands is well documented. This study examines why this consumption behavior occurs, hypothesizing that it is driven by a “fear of missing out” (FoMO). In other words, in order to derive psychological comfort, consumers wit...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-02-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.00121/full |