FOMO, 브랜드 애착, 독특성 추구 욕구와 리미티드 패션 제품 오픈 런 의도

• Published in: The Research Journal of the Costume Culture Vol. 33; no. 2; pp. 269 - 285
• Main Authors: 장동화, Dong-hwa Jang, 이은정, Eun Jung Lee
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 30.04.2025
• Subjects: brand attachment; FOMO; limited fashion product; need for uniqueness; open-run intention; 독특성 추구 욕구; 리미티드 패션 제품; 브랜드 애착; 생활과학; 소외의 두려움; 오픈 런 의도
• ISSN: 1226-0401; 2383-6334

Limited fashion products serve as a strategy for demonstrating the brand’s vitality and presence by satisfying the emotional needs of consumers seeking to escape from the boredom of similar products. The MZ generation values unique experiences and desires to purchase rare and unique products. Accordingly, the fashion industry prioritizes launching limited fashion products that emphasize artistry and can convey different values compared to existing products. The open-run phenomenon, characterized by people waiting in line before the store opens and then running to the store to purchase these limited products as soon as the store opens, is rapidly emerging as a consumer trend in our society. This study explored the impact of fashion consumers’ psychological factors-that is, FOMO, brand attachment, and need for uniqueness-on their open-run intention for limited fashion products. An online survey was administered to test the research hypotheses on Korean consumers, and 300 responses were statistically analyzed using the SPSS 28.0 program. The results revealed that FOMO, brand attachment, and the need for uniqueness significantly increased open-run intention for limited fashion products. Furthermore, consumers’ fashion involvement appeared to have a significant positive moderating effect on FOMO, brand attachment, and open-run intention. However, it did not substantially impact the effect of the need for uniqueness on open-run intention.