The Effects of Consumers’ FoMo Tendencies On Impulse Buying and The Effects of Impulse Buying on Post- Purchase Regret: An Investigation on Retail Stores*

Abstract

<p>Nowadays the Internet has become an indispensable part of life. Individuals spend a great part of their time constantly checking their social media accounts. Individuals who have a constant fear of missing out behind by the experiences of others show a tendency towards FoMo. However, the desire to be included in a group leads individuals to act impulsively.</p><p>The main aim of the study is to investigate the effects of FoMo tendencies on impulse purchasing and post-purchase regret, and the effects of impulse purchasing on the post-purchase regret.</p><p>Data were collected from 507 people by survey method; a total of 121 respondents who gave the answer “no” to the question “Do you follow retail stores' opportunity brochures online/in store?” were excluded, and a total of 386 questionnaires were included in the analyses, which were carried out through quantitative analysis techniques.</p><p>The results of the study suggest that FoMo tendency affects impulse purchasing and impulse purchasing has an influence on post-purchase regret.</p>