The Effect Of Flash Sale, Onlıne Fear Of Mıssıng Out (On-Fomo) And Hedonısm Shoppıng Motıvatıon On Onlıne Impulse Buyıng Behavıor In Kahf Products

The purpose of this study is to analyze the influence of flash sales, Online Fear of Missing Out (On-FOMO), and hedonic shopping motivation on the online impulsive buying behavior of male consumers toward Kahf products. The development of e-commerce and social commerce has significantly changed consumer shopping patterns, driving the phenomenon of impulsive buying influenced by these factors. Using a quantitative method through a survey of 450 respondents, the findings reveal that flash sales create a sense of urgency, FOMO increases consumer anxiety about missing out on opportunities, and hedonic shopping motivation enhances the emotional satisfaction of shopping. These three factors collectively contribute significantly to impulsive buying behavior, indicating that purchasing decisions in social commerce and e-commerce are influenced not only by economic factors but also by psychological and emotional aspects. These findings provide valuable insights for social commerce and e-commerce businesses in designing more effective marketing strategies that are consumer behavior-oriented while maintaining ethical considerations to prevent excessive consumption.