Hedonic consumption behaviors of consumers and the effect of FOMO (Fear of Missing Out) on counterfeit product purchase behaviors

In recent years, the use of smart phone and social media has experienced a rapid increase and the fear of missing out (FOMO) and hedonic consumption behavior have been observed frequently, especially among young people. Today, since the influence of social media platforms is getting stronger, managing these new phenomena such as FOMO and hedonic consumption, which have important effects on consumer behavior, has gained a serious importance in order to establish strong and close ties with consumers. In this study, it is aimed to determine how FOMO emotions and hedonic consumption behaviors of consumers, which are frequently encountered in recent years, affect the consumption of counterfeit products. In this direction, data were obtained by the online questionnaire method, which is one of the quantitative research methods. As a result of the collected data, it is understood that the participants blame the individuals who use counterfeit products less as their FOMO increases. Similarly, a positive relationship was found between hedonic consumption tendency and imitation product purchase behavior. However, it has been observed that hedonic consumers, who go shopping to follow the latest fashion, to keep up with the latest trends, to experience new things and to get some ideas, do not find counterfeit products safe and harmful to health.