Sparked by Temptation, Driven by Impulse, Haunted by Regret: Mapping Emotional Trajectories in Digital Beauty Product Transactions

In the rapidly evolving digital marketplace for beauty products, consumer behavior is increasingly influenced by social and emotional triggers, most notably Fear of Missing Out (FOMO), celebrity endorsements, impulse buying, and post-purchase regret. Grounded in Social Influence Theory (SIT) and Cognitive Dissonance Theory (CDT), this study examines the structural relationships among these variables, with a particular focus on the mediating effect of impulse buying on the relationship between social stimuli and post-purchase regret. Using a quantitative approach, data were collected from 189 consumers who had purchased beauty products through digital platforms. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results reveal that both FOMO and celebrity endorsement significantly influence impulse buying behavior. FOMO also has a direct and indirect impact on post-purchase regret through impulse buying. However, while celebrity endorsement directly affects post-purchase regret, its indirect path via impulse buying is insignificant. These findings suggest that FOMO serves as a dominant trigger in digital consumption, increasing impulsivity and regret when expectations are not met. Meanwhile, celebrity endorsement encourages impulsive behavior but does not consistently lead to regret, indicating a complex interplay between rational assessment and emotional influence. This study introduces a novel framework that integrates social and emotional constructs to deepen the understanding of digital consumer behavior. Managerially, the research highlights the importance of ethical promotional strategies, transparent messaging, and credible celebrity-brand alignment to minimize regret effectively. The findings offer both significant theoretical contributions and practical guidance for future research across diverse product categories and populations.