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

Fatih Koç, Bekir Özkan, Merve Gaga, İbrahim Halil Efendioğlu and Tamer Baran

Prague Economic Papers, 2025, vol. 2025, issue 3, 347-377

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.

Keywords: Online Shopping; Price Consciousness; Deal Proneness; Fear of Missing Out (FoMO); Impulsive Buying; Post-Purchase Regret (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.18267/j.pep.895

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