La Revue des Sciences Commerciales
Volume 24, Numéro 2, Pages 133-146
2025-12-26
The Impact Of User-generated Content On Consumer Purchase Decisions: The Moderating Role Of Fomo (fear Of Missing Out)
Authors : Boumesbah Nabil .
Abstract
The objective of this study is to explore the influence of User-Generated Content (UGC) on consumer purchase decisions, with a particular focus on the moderating role of Fear of Missing Out (FOMO). The study seeks to investigate how UGC impacts consumers' attitudes toward products and their eventual purchasing behavior, while also assessing whether FOMO amplifies this effect. Using a quantitative research design, a Structural Equation Modeling (SEM) approach was employed to analyze the data and test the proposed relationships. A total of 280 respondents were surveyed, including individuals from various age groups, genders, income levels, and educational backgrounds, ensuring a diverse sample. The findings reveal that UGC exposure has a significant positive influence on purchase decisions, confirming that consumers are more likely to make purchases when exposed to peer-generated content. Additionally, FOMO was found to have a direct effect on purchase decisions, but its moderating effect on the relationship between UGC and purchase behavior was less significant than anticipated. The results suggest that while FOMO influences consumer behavior, it does not substantially amplify the effect of UGC on purchasing decisions
Keywords
User Generated Content “UGC”, ; Purchase decisions ; Fear of Missing Out FOMO
Les articles similaires
بوسالم أحلام
.
عابد يوسف
.
ص 117-132.
Yahia Zeghoudi
.
pages 74-88.
Bouakrif Zahir
.
pages 657-676.
Aouad Abdesselam Belahoual
.
Mehor Hadj Mhamed
.
Maria Nascimento Cunha
.
pages 158-173.
Said Houari Amel
.
pages 257-268.
