The Influence of Digital Content Creators on Luxury Consumption Behavior Among Women: A Study on Post-Purchase Regret

This study examines the effects of social media influencer characteristics on women’s luxury consumption behavior and post-purchase regret, while also assessing the role of materialism in these relationships. Data were collected from 327 female participants and analyzed quantitatively. The findings show that expertise-based influencer content partially affects luxury consumption, whereas materialism has strong positive effects on both luxury consumption and post-purchase regret. Trustworthiness and attractiveness do not significantly influence luxury consumption, and luxury consumption does not directly predict post-purchase regret. The results indicate that the effect of luxury consumption on regret operates indirectly through materialism.