ظاهرة الخوف من فوات الفرصة" FoMO " وعلاقتها بالسلوك الشرائي الإلكتروني للمستهلك المصري- دراسة ميدانية

نوع المستند : المقالة الأصلية

المؤلف

جامعة مصر للعلوم والتکنولوجيا

المستخلص

تتمثل مشكلة الدراسة في محاولة إدراك تأثير ظاهرة الخوف من فوات الفرصة، التي قد تصاحب مدمني التسوق الإلكتروني في سلوكهم الشرائي للمنتجات والعلامات التجارية المختلفة عبر الإنترنت، ومحاولة رصد هذا التأثير وتفسيره خلال المراحل الخمس للسلوك الشرائي، وهي: (جذب الانتباه، وتوليد الاهتمام، والبحث، والفعل الشرائي، والمشاركة).
كما تبحث الدراسة تأثير المتغيرات الوسيطة المصاحبة لهذه الظاهرة في تشكيل السلوك الشرائي للمبحوثين، المتمثلة في الخصائص الديموجرافية، والاستخدام المفرط لوسائل التواصل الاجتماعي، وكثافة التعرض لمنصات التسوق الإلكتروني، ومدى التأثرهم بالمشاهير.
توصلت الدراسة إلى وجود علاقة ارتباطية طردية بين خوف المبحوثين من فوات فرصة شراء منتجاتهم عبر الإنترنت، وجميع المراحل الخمس للسلوك الشرائي الإلكتروني؛ إلى جانب إجمالي السلوك الشرائي نفسه، وهو الفرض الرئيسي للدراسة، وكانت مرحلة "البحث" هي الأكبر في قيمة مستوى العلاقة، وهي المرحلة التي تنطوي على مقارنة المنتجات بالمتاجر الإلكترونية المتعددة؛ من حيث الجودة، والسعر، وطرق الاستخدام وغيرها، يليها مرحلة جذب الانتباه، بينما كانت مرحلة الفعل الشرائي الأقل ارتباطًا بظاهرة الخوف من فوات الفرصة.
وجاء المستوى المرتفع مهيمنًا على اتجاهات المبحوثين بالمراحل الثلاث الوسطى للسلوك الشرائي الإلكتروني؛ وهي على الترتيب: (الاهتمام، والفعل الشرائي، والبحث)، بينما هيمن المستوى المنخفض على اتجاهات المبحوثين بالمرحلة الأخيرة بالسلوك الشرائي الإلكتروني، وهي (البحث)، وهو ما اتسق مع آراء المبحوثين بمجموعتي النقاش المركزتين؛ ما يشير إلى اكتفاء المبحوثين باتخاذ القرار الشرائي دون إعارة اهتمام بمشاركة تجاربهم الاستهلاكية مع المنتج المشترى.

الكلمات الرئيسية

الموضوعات الرئيسية


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