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

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dc.authorid0000-0001-5802-3473
dc.authorid0000-0002-4968-375X
dc.authorid0000-0003-1305-9557
dc.authorid0000-0002-8711-6561
dc.contributor.authorKoc, Fatih
dc.contributor.authorOzkan, Bekir
dc.contributor.authorGaga, Merve
dc.contributor.authorEfendioglu, Ibrahim Halil
dc.contributor.authorBaran, Tamer
dc.date.accessioned2026-02-08T15:15:52Z
dc.date.available2026-02-08T15:15:52Z
dc.date.issued2025
dc.departmentBursa Teknik Üniversitesi
dc.description.abstractThis 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.
dc.identifier.doi10.18267/j.pep.895
dc.identifier.endpage377
dc.identifier.issn1210-0455
dc.identifier.issn2336-730X
dc.identifier.issue3
dc.identifier.startpage347
dc.identifier.urihttps://doi.org/10.18267/j.pep.895
dc.identifier.urihttps://hdl.handle.net/20.500.12885/5993
dc.identifier.volume34
dc.identifier.wosWOS:001606364600003
dc.identifier.wosqualityQ3
dc.indekslendigikaynakWeb of Science
dc.language.isoen
dc.publisherPrague Univ Economics And Business
dc.relation.ispartofPrague Economic Papers
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzWOS_KA_20260207
dc.subjectOnline Shopping
dc.subjectPrice Consciousness
dc.subjectDeal Proneness
dc.subjectFear of Missing Out (FoMO)
dc.subjectImpulsive Buying
dc.subjectPost-Purchase Regret
dc.titleChasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior?
dc.typeArticle

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