Panic Buying: A Theoretical and Conceptual Review

Year 2024, Volume: 5 Issue: 2, 199 - 222, 30.12.2024

İlknur Saral

https://doi.org/10.54439/gupayad.1564427

Abstract

Purpose: Panic buying is a consumer behaviour that can be complex and difficult to explain in critical, urgent, uncertain and crisis situations. This phenomenon has yet to be fully explored in research on consumer behaviour. Panic buying may have many causes and consequences. Determining the causes of panic buying and understanding consumer psychology in crisis and disaster situations in various theories can guide government officials, businesses, marketing practitioners and researchers in case it occurs again in consumer behaviour in the future. This study aims to conduct a conceptual and theoretical examination of panic buying and to focus on its causes. Material and Method: Panic buying was discussed conceptually and theoretically within the literature review framework and inferences were made. Findings: This study focuses on the conceptual and theoretical examination of panic buying and its causes. Theories such as Compensatory Control Theory, Social Influence Theory, Social Proof Theory, Scarcity Theory, Herd Behavior, Survival Psychology and Motivation Theory have been intensively studied on panic buying. It is more common in the literature to try explaining the reasons for panic buying during crises, pandemics and disasters. Results: The reasons for panic buying can mostly be shown as environmental, sociological and psychological factors such as pandemics, risks, disasters, perception of scarcity, herd mentality, social influence, social media, expert opinion, anxiety about uncertainty, and fear. It is suggested for future research to measure the emotional states such as regret, sadness, empathy, satisfaction after panic buying and the intention to buy panic again, and what strategies can be used to control panic buying.

Keywords

Panic buying, panic buying behavior, theory, consumer behavior

Ethical Statement

Since this study does not require scientific research and publication ethics permission, ethics committee approval was not obtained.

Panik Satın Alma: Teorik ve Kavramsal Bir İnceleme

Abstract

Amaç: Panik satın alma kritik, acil, belirsiz, kriz gibi durumlarda açıklanması karmaşık olabilen bir tüketici davranışıdır. Bu olgu henüz tüketici davranışı araştırmalarında tam olarak araştırılmamıştır. Panik satın almanın birçok nedeni ve sonucu olabilir. Panik satın almanın nedenlerini belirlemek ve kriz ve felaket durumlarında tüketici psikolojisini çeşitli teoriler açısından anlamak, gelecekte tüketici davranışlarında tekrar meydana gelmesi durumunda hükümet yetkililerine, işletmelere, pazarlama uygulayıcılarına ve araştırmacılara rehberlik edebilir. Bu çalışmada panik satın almanın kavramsal ve teorik bir incelemesi yapılarak nedenleri üzerinde durulması amaçlanmıştır. Gereç ve Yöntem: Panik satın alma, literatür taraması çerçevesinde kavramsal ve teorik açıdan ele alınmış ve çıkarımlar yapılmıştır. Bulgular: Panik satın alma ile ilgili çalışmalara "Telafi Edici Kontrol Teorisi", "Sosyal Etki Teorisi", "Sosyal Kanıt Teorisi", "Kıtlık Teorisi", "Sürü Davranışı", "Hayatta Kalma Psikolojisi" ve "Motivasyon Teorisi" gibi teoriler yoğun olarak konu olmuştur. Literatürde, panik satın almanın kriz, salgın ve afet gibi durumlar esnasında ele alınarak nedenlerinin açıklanmayı çalışıldığı daha çok görülmektedir. Sonuç: Panik satın almanın nedenlerine çoğunlukla pandemi, risk, felaketler, kıtlık algısı, sürü psikolojisi, sosyal etki, sosyal medya, uzman görüşü, belirsizliğe yönelik kaygı, korku gibi çevresel, sosyal ve psikolojik faktörler gösterilebilmektedir. Panik satın alma sonrası pişmanlık, üzüntü, empati, tatmin gibi duygu durumları ile tekrar panik satın alma niyetlerinin ölçülerek panik satın almayı kontrol edebilecek stratejilerin neler olabileceği gelecek araştırmalar için önerilmektedir.

Keywords

Panik satın alma, panik satın alma davranışı, teori, tüketici davranışı

Ethical Statement

Bu çalışma bilimsel araştırma ve yayın etiği izni gerektiren bir çalışma olmadığı için etik kurul onayı alınmamıştır.

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