The effect of FoMO and materialism on post-purchase regret: The mediating role of impulsive buying behavior

Contemporary technological advancements have precipitated profound transformations across all facets of human existence, notably encompassing alterations in consumer behaviors. The considerable rise in the utilization of e-commerce platforms has necessitated an examination of the shifts in consumers' shopping behaviors. The strategic leveraging of social media channels by e-commerce platforms has precipitated a paradigm shift in consumer behavior, giving rise to novel consumption models. A review of the extant literature reveals numerous findings that support the notion that FoMO (fear of missing out) and materialism can have a reinforcing effect on impulsive buying behavior. The present study explores the mechanisms through which FoMO is triggered. The investigation reveals that FoMO is triggered by two main factors. Firstly, FoMO is triggered by the perception of scarcity created among consumers. Secondly, FoMO is triggered by the increase in the variety of products in the trend product category in the market. Materialism, which is widely associated with status consumption, is also triggered by creating the belief among consumers that possessing certain brands and products will increase their status. Consequently, the consumer experiences an irresistible inclination to procure the product, manifesting in impulsive buying behavior. The study of impulsive buying behavior is not confined to the moment of purchase; it also necessitates the evaluation of the consumer's emotional state after the purchase. In this context, the primary objective of the study is to examine FoMO and materialism, which are the consumption models underpinning impulsive buying behavior, and to analyze the relationship between this behavior and post-purchase regret. The study employed a survey, utilizing a quantitative research method. The population of the study consists of e-commerce consumers aged 18 and over. The study's sample population is comprised of 341 consumers who have made purchases on e-commerce platforms that were reached via the convenience sampling method, a non-random sampling technique. The demographic data obtained were analyzed using factor, reliability, structural model, and mediation analyses of the scale data, which were conducted with statistical package programs. The study revealed that impulsive buying behavior functions as a mediating variable between two consumption models and the subsequent experience of regret. The present study sought to ascertain the full mediating role of impulsive buying behavior between materialism and post-purchase regret.