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Chasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior?

Author

Listed:
  • Fatih Koç
  • Bekir Özkan
  • Merve Gaga
  • İbrahim Halil Efendioğlu
  • Tamer Baran

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.

Suggested Citation

  • Fatih Koç & Bekir Özkan & Merve Gaga & İbrahim Halil Efendioğlu & Tamer Baran, 2025. "Chasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior?," Prague Economic Papers, Prague University of Economics and Business, vol. 2025(3), pages 347-377.
    • Handle: RePEc:prg:jnlpep:v:2025:y:2025:i:3:id:895:p:347-377
    DOI: 10.18267/j.pep.895
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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