Investigating the Role of Fear of Missing Out on Customers’ Post-Purchase Dissonance through the Lens of Impulsive Buying

The aim of the study was to study the relationship between FOMO, impulsive buying tendency and behavior, post-purchase dissonance, and shopping enjoyment. The main purpose of this research was to understand how Fear of missing out creates an impact on the behavior of consumers and the role of impulsive buying behavior in post-purchase dissonance. This study used a quantitative research methodology, and surveys were used to gather data. Data were gathered using convenience sampling. A total of 300 questionnaires were distributed. SPSS was used for coding the data, and Smart PLS 4 for measurement and structural equation modeling. The study's findings indicate that FOMO has an indirect effect on post-purchase dissonance through impulsive purchasing behavior rather than a direct one. When impulsive buying tendencies strongly predict impulsive buying behavior, post-purchase dissonance starts to rise. Furthermore, data demonstrate how impulsive buying and impulsive buying tendency influence the link between FOMO and post-purchase dissonance. The moderating effect of shopping enjoyment has no effect on FOMO or impulsive buying. The results have made a great contribution to the existing theory of customer behavior by putting some limelight on indirect pathways through which FOMO affects post-purchase dissonance. With its emphasis on essential marketing strategies, conscientious purchasing practices, and customer-friendly return policies, this study is significant for marketers, consumers, and merchants.