Koc, FatihOzkan, BekirGaga, MerveEfendioglu, Ibrahim HalilBaran, Tamer2026-02-082026-02-0820251210-04552336-730Xhttps://doi.org/10.18267/j.pep.895https://hdl.handle.net/20.500.12885/5993This 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.eninfo:eu-repo/semantics/openAccessOnline ShoppingPrice ConsciousnessDeal PronenessFear of Missing Out (FoMO)Impulsive BuyingPost-Purchase RegretArticle10.18267/j.pep.895343347377WOS:001606364600003Q3