Prague Economic Papers 2025, 34(3):347-377 | DOI: 10.18267/j.pep.895

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

Fatih Koç ORCID..., Bekir Özkan ORCID..., Merve Gaga, İbrahim Halil Efendioğlu ORCID..., Tamer Baran ORCID...
Fatih Koç: Kocaeli University, Department of Business Administration, Kocaeli, Turkey
Bekir Özkan: Bursa Technical University, Department of Business Administration, Bursa, Turkey
Merve Gaga: Independent Researcher
İbrahim Halil Efendioğlu: Gaziantep University, Department of Business Administration, Gaziantep, Turkey
Tamer Baran: (Corresponding author), Pamukkale University, Kale VS, Travel-Tourism and Entertainment Services Department, Denizli, Turkey

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
JEL classification: M31, M39

Received: February 28, 2025; Revised: June 20, 2025; Accepted: September 15, 2025; Published: October 29, 2025  Show citation

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Koç, F., Özkan, B., Gaga, M., Efendioğlu, İ.H., & Baran, T. (2025). Chasing Discounts, Facing Regret: How FoMO Shapes Consumers' Online Shopping Behavior? Prague Economic Papers, 34(3), 347-377. doi: 10.18267/j.pep.895
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