Published Paper Details:

The rapid growth of e-commerce has transformed consumer buying behaviour in the online textile retail sector. This study examines the impact of Fear of Missing Out (FOMO) on consumers' purchasing behaviour in online textile retail. A descriptive and analytical research design was adopted, and primary data were collected from 105 respondents using a structured questionnaire. The data were analysed using percentage analysis, mean score analysis, Pearson correlation, regression analysis, and Cronbach's Alpha reliability test. The findings reveal that social media influence (Mean = 3.63), promotional discounts (Mean = 3.38), and trending fashion campaigns (Mean = 3.29) significantly contribute to FOMO, thereby influencing purchase intention and impulsive buying behaviour. The study further reports a positive correlation (r = 0.68) between FOMO and online buying behaviour, while regression analysis (? = 0.72) confirms that FOMO significantly predicts purchase behaviour. The reliability coefficient (Cronbach's Alpha = 0.925) indicates excellent internal consistency. The findings provide useful implications for online retailers and contribute to the growing literature on digital consumer behaviour in the Indian textile retail sector.