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The impact of FOBO on user decision-making in the selection of music streaming platforms
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Autores
Resumo(s)
The rapid evolution of the digital era has led to the creation of new theoretical models designed to
understand consumer behavior and individual decision-making. This study aimed to examine FOBO in
a music streaming context by exploring the impact of this phenomenon on the decision-making of
music streaming users living in Portugal. To better comprehend the implications of FOBO on individual
decision-making, it was necessary to examine related phenomena such as FOMO and FODA. After
reviewing the literature, a conceptual model was developed. An online survey was used to collect data
from 317 music streaming users, and the model was validated using PLS-SEM. The results indicate that
users experience FOBO while deciding which music streaming platform to select. Moreover, this
phenomenon makes decision-making more complicated by inserting indecision among users. Further
findings demonstrated that non-subscribers experience FODA, and users do regret subscribing to the
platforms they selected largely due to the anticipation or perception of better alternatives. This study
provides significant insights into psychological literature by contributing to understanding how
psychological factors like FOBO affect user decision-making, particularly in music streaming.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Decision-making process Fear of Better Options Fear of Doing Anything Fear of Missing Out Music streaming context Music streaming platforms