earticle

영어

Although many studies have reported meaningful research on the acceptance of foreign brand, they have been focused on the effect of country of origin or Korean wave. Country of origin is significant as external information cue in evaluating foreign products by consumers, and Korean wave is also considered to be a major tool in explaining acceptance of cross-cultural studies. However, it seems somewhat lacking in explaining the excessive acceptance of particular brands in some countries in recent years. This study focused on the Fear of Missing Out (FoMO) phenomenon as a tool to explain this, and tried to mature the argument about the acceptance of foreign brand. The results of this study show that FoMO has a strong influence on brand evaluation similar to preference on country of origin. In addition, this study was able to verify that FoMO is a useful tool for measuring consumer psychology in explaining offline cultural follow up phenomenon. This study aims to suggest strategic implications for Korean firms seeking to enter the Chinese market.