The rapid evolution of the digital era has resulted in new theoretical models that seek answers to consumer behavior, but only some have been empirically validated. The social theory of fear of (FO) has gained notoriety as a type of social anxiety, resulting in psychological dependence on social media (SNS). These social anxieties transcend and are used as strategic resources to activate quick consumer responses. However, three forces act in the study of FO that positively or negatively impact decision-making: (a) fear of missing out (FoMO), (b) fear of better options (FoBO), and (c) fear of doing anything (FoDA). The literature has analyzed the positive implications of FoMO on consumers' decision-making from different perspectives, but there needs to be a gap in analyzing how FoMO affects consumers. More analysis of the forces that affect decision-making through FoBO and FoDA acts is needed. Consequently, this study examined how the FoMO, FoBO, and FoDA affect the purchase intention of SNS users. The roles of SNS usage and anticipated emotions as forces that trigger FO were analyzed. Finally, we examined whether motivation to participate in social media is a force that can moderate how consumers trigger FO. An electronic survey of 543 participants and active social media users revealed that social media use, anticipated emotions, and motivation to participate are forces that explain how they trigger FO through their first-stage FoMO on consumers. The results reflect theoretical and practical implications by concluding that the FoMO for marketing purposes is significant in decision-making. However, FoBO and FoDA inhibit the consumer's ability to commit to a decision.

中文翻译：

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探索不受控制的社交媒体使用、害怕错过、害怕更好的选择以及害怕做任何事情对消费者购买意愿的影响

数字时代的快速发展催生了寻求消费者行为答案的新理论模型，但只有一些模型得到了实证验证。恐惧社会理论（FO）作为一种社交焦虑而臭名昭著，导致对社交媒体（SNS）的心理依赖。这些社会焦虑超越并被用作战略资源来激活消费者的快速反应。然而，在 FO 研究中，三种力量对决策产生积极或消极的影响：(a) 害怕错过 (FoMO)，(b) 害怕更好的选择 (FoBO)，以及 (c) 害怕做任何事情 (FoBO)。福达）。文献从不同角度分析了FoMO对消费者决策的积极影响，但在分析FoMO如何影响消费者方面需要存在差距。需要对通过 FoBO 和 FoDA 行为影响决策的力量进行更多分析。因此，本研究探讨了 FoMO、FoBO 和 FoDA 如何影响 SNS 用户的购买意愿。分析了 SNS 使用和预期情绪作为触发 FO 的力量的作用。最后，我们研究了参与社交媒体的动机是否可以调节消费者触发 FO 的方式。对 543 名参与者和活跃社交媒体用户进行的电子调查显示，社交媒体的使用、预期情绪和参与动机是解释他们如何通过第一阶段消费者的 FoMO 触发 FO 的力量。研究结果反映了理论和实践意义，得出结论：出于营销目的的“错失恐惧症”在决策中具有重要意义。然而，FoBO 和 FoDA 抑制了消费者做出决定的能力。