過去有關錯失恐懼 (Fear of missing out, FOMO) 的研究單一且侷限地將其視為一種社會比較後所產生的現象，認為消費者不斷在社群媒體中將自己與他人進行比較是產生FOMO的主要原因。然而，從兩篇研究中可推論FOMO至少可區分為兩種類型，劃分方式是依據錯失恐懼是來自於不同的刺激所導致。其一是建立在社交聯繫及社會比較上的社交型錯失恐懼（簡稱社交FOMO）；另一則是與提升自我或掌握個人機會有關的個人型錯失恐懼（簡稱個人FOMO）。兩種FOMO都會造成消費者的焦慮並促成行動，但因根源不同，對消費者可能產生不同影響。
本研究透過兩個實驗比較在不同產品類型及不同個人特質的條件下，兩種FOMO的影響變化情形。實驗一假設個人FOMO訴求更適用於個人成就型的產品，而社交FOMO訴求則適用於群體分享型的產品，分別以打工換宿和微型展覽作為兩種產品之代表，結果發現不論採用個人FOMO或社交FOMO都能有效提升受測者的參與意願，但個人FOMO與社交FOMO之間無顯著的差異。實驗二則比較了不同自我建構之消費者是否會偏好不同FOMO的訴求方式。利用圖片促發受測者的態度傾向為獨立自我或相依自我建構，並證實獨立自我建構的消費者偏好採個人FOMO刺激之產品，而相依自我建構之消費者則偏好採社交FOMO刺激之產品。綜合上述，本研究貢獻在於企業若能在設計FOMO文案之前先營造出不同的自我建構傾向，應可強化其影響效果並提升消費者之購買意圖。

The previous researches on FOMO have been limited as a phenomenon resulting from social comparison, and it is believed that consumers constantly comparing themselves with others in social media is the main reason for FOMO. However, according to the previous studies that inferred FOMO can be divided into two types based on the way of classification with FOMO may be caused by different stimuli. One is the social FOMO, which is developed based on social connection and social comparison; and the other is personal FOMO, which is attributed to self-improvement or seizing personal opportunities. Although both social FOMO and personal FOMO cause consumer anxiety and prompt action, they are likely to develop different effects on consumers based on their different sources.
This study analyzed the effects of two FOMOs under the conditions of different product types and different personality traits. Study 1 assumes that personal FOMO is more suitable for personal achievement-type product, while social FOMO is suitable for group sharing-type products. Study 1 used miniature exhibition and work exchange as representative products. It was found that both personal FOMO and social FOMO could effectively improve the participants' willingness on participation, but there was no significant difference among them. Study 2 compares whether consumers with different self-construal prefer different ways of appealing. The independent self-construal or interdependent self-construal would be induced by using pictures in study 2. It is confirmed that consumers of independent self-construal prefer products stimulated by personal FOMO, while consumers of interdependent self-construal prefer products with social FOMO appeal. In summary, the contribution of this research provides companies to establish different self-construal tendencies before designing FOMO copywriting, and properly manipulate FOMO on consumers, it should be able to strengthen its influence and boost purchase intentions for consumers.

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