Chasing Discounts, Facing Regret: How FoMO Shapes Consumers’ Online Shopping Behavior?
Chasing Discounts, Facing Regret: How FoMO Shapes Consumers’ Online Shopping Behavior?
Author(s): Fatih Koç, Bekir ÖZKAN, Merve Gaga, İbrahim Halil Efendioğlu, Tamer BaranSubject(s): Business Economy / Management, Micro-Economics, Social psychology and group interaction, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Vysoká škola ekonomická v Praze
Keywords: nline Shopping; Price Consciousness; Deal Proneness; Fear of Missing Out (FoMO); Impulsive Buying; Post-Purchase Regret;
Summary/Abstract: This study examines the impact of price consciousness and deal proneness on impulsive buying behavior and the Fear of Missing Out (FoMO) in the context of online clothing shopping, with a particular focus on post-purchase regret. Data were collected from 230 participants through an online survey and analyzed using structural equation modeling (SEM). The findings reveal that price consciousness has a negative impact on both FoMO and impulsive buying behavior, indicating that consumers with higher price sensitivity tend to make more deliberate purchasing decisions. On the other hand, deal proneness has a positive influence on FoMO, which in turn triggers impulsive buying behavior and increases the likelihood of post-purchase regret. The study also demonstrates that FoMO plays a significant mediating role between deal proneness and impulsive buying, highlighting its impact on consumer behavior in online shopping environments. The findings provide theoretical, managerial, and practical insights for stakeholders.
Journal: Prague Economic Papers
- Issue Year: 34/2025
- Issue No: 3
- Page Range: 347-377
- Page Count: 31
- Language: English
