The Influence of Electronic Word of Mouth (E-WoM) and Fear of Missing Out (FoMO) on Purchase Intention Toward Blind Boxes
DOI:
https://doi.org/10.58223/gnfzh859Keywords:
Electronic Word of Mouth , Fear of Missing Out , Purchase Intention, Blind Box, Generation ZAbstract
The growing popularity of blind boxes among Generation Z has raised concerns about the factors driving consumers’ purchase intentions, particularly the influence of social media information and psychological pressure to follow trends. This study aims to analyze the influence of Electronic Word of Mouth (E-WoM) and Fear of Missing Out (FoMO) on blind box purchase intention among Generation Z in East Java. A quantitative research approach was employed using a Likert-scale questionnaire distributed to 120 respondents selected through purposive sampling. The collected data were analyzed using IBM SPSS 26. The results indicate that E-WoM and FoMO each have a significant partial influence on purchase intention. Simultaneously, both variables significantly influence blind box purchase intention, with E-WoM showing a more dominant influence than FoMO. These findings indicate that credible information, reviews, recommendations, and social media content, combined with consumers’ fear of missing current trends, can strengthen purchase intentions. This study contributes to consumer behavior literature by highlighting the combined role of digital social influence and psychological motivation in shaping Generation Z’s purchase intention toward blind box products.
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