Fear of Missing Out and Time Pressure on Post-Purchase Regret: The Mediating Effect of Impulsive Buying in Social Commerce
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1521Keywords:
Fear of Missing Out, Impulsive Buying, Post-Purchase Regret, Social Commerce, TikTok Shop, Time PressureAbstract
The rapid growth of social commerce has transformed purchasing behavior by combining entertainment, social interaction, and online shopping. TikTok Shop is a fast-growing platform where live streaming, flash sales, countdown timers, and personalized recommendations encourage spontaneous purchases, increasing both emotional buying and post-purchase regret. This study investigates the effects of Fear of Missing Out (FoMO) and time pressure on post-purchase regret through the mediating role of impulsive buying among female fashion consumers using TikTok Shop. Guided by Stimulus–Organism–Response (S-O-R) theory, this study positions FoMO and time pressure as stimuli, impulsive buying as the organism, and post-purchase regret as the response. Data were collected from female university students in Malang City who had purchased fashion products on TikTok Shop using a quantitative PLS-SEM approach. The findings show that FoMO and time pressure significantly increase impulsive buying behavior, which in turn leads to higher levels of post-purchase regret. Moreover, impulsive buying significantly mediates the relationships between both antecedent variables and post-purchase regret. These findings extend the application of the S-O-R framework in social commerce and provide practical implications for digital marketers in designing responsible promotional strategies that balance commercial performance with long-term consumer satisfaction.
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