Research Article
BibTex RIS Cite

Faydacı ve Hedonik Hizmetlerde Kıtlık Mesajları: Kazanma Arzusunun Rolü Üzerine Nitel Bir Araştırma

Year 2025, Volume: 7 Issue: 2, 427 - 448, 27.12.2025

Yelda Güçlü , Nezahat Ekici Özcan

https://izlik.org/JA59GU96NS

Abstract

Kıtlık, pazarlama stratejilerinde tüketici davranışlarını yönlendirmeye yönelik önemli bir unsur olarak öne çıkmaktadır. Özellikle çevrimiçi hizmet platformlarında sınırlı süre veya miktarla sunulan ürün ve hizmetler, tüketicilerin satın alma kararlarını hızlandırmayı amaçlamaktadır. Bu çalışma, kıtlık mesajlarının tüketiciler üzerindeki etkisini hedonik ve faydacı değer çerçevesinde ele almakta ve bu süreçte duyguların (kazanma arzusu gibi) rolünü incelemektedir. Araştırmada nitel bir yaklaşım benimsenmiş; 13 katılımcı ile yarı yapılandırılmış derinlemesine mülakatlar yapılmış ve elde edilen veriler betimsel ile içerik analizi teknikleriyle değerlendirilmiştir. Bulgular, kıtlık mesajlarının tüketicilerin satın alma davranışlarını doğrudan etkilediğini göstermektedir. Hedonik değer arayışına sahip bireyler zaman temelli kıtlık mesajlarına karşı daha yoğun bir kazanma arzusu geliştirirken, faydacı değer arayışına sahip bireyler miktar temelli mesajlara daha rasyonel bir biçimde tepki vermektedir. Elde edilen sonuçlar, pazarlama stratejilerinin hedef kitlenin özellikleri doğrultusunda özelleştirilmesi gerektiğini ortaya koymakta; ayrıca kıtlık mesajları, değer türleri ve kazanma arzusu arasındaki ilişkilere yönelik önemli teorik ve pratik katkılar sunmaktadır.

Keywords

Kıtlık Mesaj Türleri Kazanma Arzusu Nitel Araştırma Hedonik Değer Faydacı Değer

References

  • Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
  • Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lose it: Purchase acceleration effects of time-limited promotions. Journal of Consumer Behaviour, 2(4), 393–403. https://doi.org/10.1002/cb.116
  • Ayvaz, İ., & Alnıaçık, Ü. (2018). Pazarlama iletişiminde kullanılan kıtlık taktiklerinin tüketiciler üzerindeki etkisi. Sosyal Ekonomik Araştırmalar Dergisi, 18(35), 1–19.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
  • Balleyer, A. H., & Fennis, B. M. (2022). Hedonic consumption in times of stress: Reaping the emotional benefits without the self-regulatory cost. Frontiers in Psychology, 13, 685552. https://doi.org/10.3389/fpsyg.2022.685552
  • Bergeron, J. (2004). Antecedents and consequences of effective listening in buyer–seller relationships (Doctoral dissertation). John Molson School of Business, Concordia University.
  • Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. Sage. Başkale, H. (2016). Nitel araştırmalarda geçerlik, güvenirlik ve örneklem büyüklüğünün belirlenmesi. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi, 9(1), 23–28.
  • Bazerman, M. H., Loewenstein, G. F., & White, S. B. (1992). Reversals of preference in allocation decisions: Judging an alternative versus choosing among alternatives. Administrative Science Quarterly, 37(2), 220–240. https://doi.org/10.2307/2393222
  • Büyüköztürk, Ş., Akgün, Ö. E., Demirel, F., Karadeniz, Ş., & Çakmak, E. K. (2015). Bilimsel araştırma yöntemleri. Pegem Akademi.
  • Canarslan, N. Ö. (2025). Online alışverişte kıtlık etkisi, FOMO ve sürü davranışının anlık satın alma üzerindeki rolü. Business & Management Studies: An International Journal, 13(1), 243–262. https://doi.org/10.15295/bmij.v13i1.2521
  • Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. https://doi.org/10.1509/JMKG.72.3.04
  • Cialdini, R. B. (2019). İknanın psikolojisi: Teori ve pratik bir arada (Y. Fletcher, Çev.). MediaCat Kitapları.
  • Cohen, L., Manion, L., & Morrison, K. (2017). Mixed methods research. In Research methods in education (pp. 31–50). Routledge.
  • Çevik, O., Yılmaz, N., & Güçlü, Y. (2022). Marka imajının marka sadakatine etkisi üzerine bir araştırma. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(25), 51–73. https://doi.org/10.47129/bartiniibf.1066590
  • Deutsch, M. (1949). A theory of cooperation and competition. Human Relations, 2(2), 129–152. https://doi.org/10.1177/001872674900200204
  • Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40. https://doi.org/10.2753/JOA0091-3367370303
  • Evelina, T. Y., Kusumawati, A., & Nimran, U. (2020). The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction. Business: Theory and Practice, 21(2), 613–622. https://doi.org/10.3846/btp.2020.12143
  • Garretson, J. A., & Burton, S. (2003). Highly coupon and sale-prone consumers: Benefits beyond price savings. Journal of Advertising Research, 43(3), 162–173. https://doi.org/10.1017/S0021849903030253
  • Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. In Handbook of qualitative research (pp. 105–117). Sage.
  • Gupta, S. (2013). The psychological effects of perceived scarcity in a retail setting and its impact on consumer buyer behavior (Doctoral dissertation). University of Nebraska–Lincoln.
  • Hebebci, M. T., & Usta, E. (2018). Eğitim ortamlarında dijital rozet kullanımına ilişkin öğretmen görüşleri. Turkish Journal of Computer and Mathematics Education, 9(2), 192–210. https://doi.org/10.16949/turkbilmat.341178
  • Huang, H., Liu, S. Q., Kandampully, J., & Bujisic, M. (2020). Consumer responses to scarcity appeals in online booking. Annals of Tourism Research, 80, 102800. https://doi.org/10.1016/j.annals.2019.102800
  • Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68–79. https://doi.org/10.1086/209494
  • Koçak, A., & Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim, 4(3), 21–28.
  • Kovic, M., & Laissue, N. (2016). Consuming rationally: How marketing is exploiting our cognitive biases. Swiss Skeptics Discussion Paper Series.
  • Ku, G., Malhotra, D., & Murnighan, J. K. (2005). Towards a competitive arousal model of decision-making. Organizational Behavior and Human Decision Processes, 96(2), 89–103. https://doi.org/10.1016/j.obhdp.2004.10.001
  • Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on purchase intentions. Psychology & Marketing, 29(8), 541–548. https://doi.org/10.1002/mar.20541
  • Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, technology, society. Pearson.
  • Lynn, M. (1991). Scarcity effects on value. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105
  • Lynn, M. (1992). Scarcity’s enhancement of desirability. Basic and Applied Social Psychology, 13(1), 67–78. https://doi.org/10.1207/s15324834basp1301_6
  • Mead, M. (1937). Interpretive statement. In Cooperation and competition among primitive peoples (pp. 458–511). McGraw-Hill.
  • Messick, D. M., & McClintock, C. G. (1968). Motivational bases of choice in experimental games. Journal of Experimental Social Psychology, 4(1), 1–25. https://doi.org/10.1016/0022-1031(68)90046-2
  • Miles, B. W., & Jozefowicz-Simbeni, D. M. H. (2010). Naturalistic inquiry. In The handbook of social work research methods (pp. 415–425). Sage.
  • Milgrom, P. (1984). Axelrod’s the evolution of cooperation. RAND Journal of Economics, 15, 305–309. https://doi.org/10.2307/2555683
  • Nazarov, D., & Baimukhambetov, Y. (2022). Clustering of dark patterns in e-commerce. Mathematics, 10(18), 3219. https://doi.org/10.3390/math10183219
  • Nichols, B. S. (2012). Competitive arousal scale development. Journal of Economic Psychology, 33(1), 192–205. https://doi.org/10.1016/j.joep.2011.10.002
  • Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008
  • Shi, S., Wedel, M., & Pieters, R. (2013). Information acquisition during online decision making. Management Science, 59(5), 1009–1026. https://doi.org/10.1287/mnsc.1120.1625
  • Song, H. G., Chung, N., & Koo, C. (2015). Impulsive buying behavior in social commerce. International Journal of Information Management, 35(6), 705–716.
  • Yüksel, Y. (2015). İçerik çözümlemesi. http://cutly.in/h98Lzz

Scarcity Messages in Utilitarian and Hedonic Services: A Qualitative Study on the Role of the Desire to Win

Year 2025, Volume: 7 Issue: 2, 427 - 448, 27.12.2025

Yelda Güçlü , Nezahat Ekici Özcan

https://izlik.org/JA59GU96NS

Abstract

Scarcity is a key element in marketing strategies designed to influence consumer behavior. Products and services offered for a limited time or in limited quantities, especially on online service platforms, aim to accelerate consumers' purchasing decisions. This study examines the effect of scarcity messages on consumers within the framework of hedonistic and utilitarian values and investigates the role of emotions (such as the desire to win) in this process. A qualitative approach was adopted in the research; semi-structured in-depth interviews were conducted with 13 participants, and the data obtained were evaluated using descriptive and content analysis techniques. The findings show that scarcity messages directly influence consumers' purchasing behavior. Individuals seeking hedonistic value develop a stronger desire to win in response to time-based scarcity messages, while individuals seeking utilitarian value respond more rationally to quantity-based messages. The results obtained reveal that marketing strategies should be customized according to the characteristics of the target audience. They also provide important theoretical and practical contributions regarding the relationships between scarcity messages, value types, and the desire to win.

Keywords

Scarcity Messages Desire to Win Qualitative Research Hedonic Value

References

  • Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
  • Aggarwal, P., & Vaidyanathan, R. (2003). Use it or lose it: Purchase acceleration effects of time-limited promotions. Journal of Consumer Behaviour, 2(4), 393–403. https://doi.org/10.1002/cb.116
  • Ayvaz, İ., & Alnıaçık, Ü. (2018). Pazarlama iletişiminde kullanılan kıtlık taktiklerinin tüketiciler üzerindeki etkisi. Sosyal Ekonomik Araştırmalar Dergisi, 18(35), 1–19.
  • Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644–656. https://doi.org/10.1086/209376
  • Balleyer, A. H., & Fennis, B. M. (2022). Hedonic consumption in times of stress: Reaping the emotional benefits without the self-regulatory cost. Frontiers in Psychology, 13, 685552. https://doi.org/10.3389/fpsyg.2022.685552
  • Bergeron, J. (2004). Antecedents and consequences of effective listening in buyer–seller relationships (Doctoral dissertation). John Molson School of Business, Concordia University.
  • Braun, V., & Clarke, V. (2013). Successful qualitative research: A practical guide for beginners. Sage. Başkale, H. (2016). Nitel araştırmalarda geçerlik, güvenirlik ve örneklem büyüklüğünün belirlenmesi. Dokuz Eylül Üniversitesi Hemşirelik Fakültesi Elektronik Dergisi, 9(1), 23–28.
  • Bazerman, M. H., Loewenstein, G. F., & White, S. B. (1992). Reversals of preference in allocation decisions: Judging an alternative versus choosing among alternatives. Administrative Science Quarterly, 37(2), 220–240. https://doi.org/10.2307/2393222
  • Büyüköztürk, Ş., Akgün, Ö. E., Demirel, F., Karadeniz, Ş., & Çakmak, E. K. (2015). Bilimsel araştırma yöntemleri. Pegem Akademi.
  • Canarslan, N. Ö. (2025). Online alışverişte kıtlık etkisi, FOMO ve sürü davranışının anlık satın alma üzerindeki rolü. Business & Management Studies: An International Journal, 13(1), 243–262. https://doi.org/10.15295/bmij.v13i1.2521
  • Chitturi, R., Raghunathan, R., & Mahajan, V. (2008). Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing, 72(3), 48–63. https://doi.org/10.1509/JMKG.72.3.04
  • Cialdini, R. B. (2019). İknanın psikolojisi: Teori ve pratik bir arada (Y. Fletcher, Çev.). MediaCat Kitapları.
  • Cohen, L., Manion, L., & Morrison, K. (2017). Mixed methods research. In Research methods in education (pp. 31–50). Routledge.
  • Çevik, O., Yılmaz, N., & Güçlü, Y. (2022). Marka imajının marka sadakatine etkisi üzerine bir araştırma. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(25), 51–73. https://doi.org/10.47129/bartiniibf.1066590
  • Deutsch, M. (1949). A theory of cooperation and competition. Human Relations, 2(2), 129–152. https://doi.org/10.1177/001872674900200204
  • Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37(3), 33–40. https://doi.org/10.2753/JOA0091-3367370303
  • Evelina, T. Y., Kusumawati, A., & Nimran, U. (2020). The influence of utilitarian value, hedonic value, social value, and perceived risk on customer satisfaction. Business: Theory and Practice, 21(2), 613–622. https://doi.org/10.3846/btp.2020.12143
  • Garretson, J. A., & Burton, S. (2003). Highly coupon and sale-prone consumers: Benefits beyond price savings. Journal of Advertising Research, 43(3), 162–173. https://doi.org/10.1017/S0021849903030253
  • Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. In Handbook of qualitative research (pp. 105–117). Sage.
  • Gupta, S. (2013). The psychological effects of perceived scarcity in a retail setting and its impact on consumer buyer behavior (Doctoral dissertation). University of Nebraska–Lincoln.
  • Hebebci, M. T., & Usta, E. (2018). Eğitim ortamlarında dijital rozet kullanımına ilişkin öğretmen görüşleri. Turkish Journal of Computer and Mathematics Education, 9(2), 192–210. https://doi.org/10.16949/turkbilmat.341178
  • Huang, H., Liu, S. Q., Kandampully, J., & Bujisic, M. (2020). Consumer responses to scarcity appeals in online booking. Annals of Tourism Research, 80, 102800. https://doi.org/10.1016/j.annals.2019.102800
  • Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the deal: The role of restrictions in accentuating deal value. Journal of Consumer Research, 24(1), 68–79. https://doi.org/10.1086/209494
  • Koçak, A., & Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim, 4(3), 21–28.
  • Kovic, M., & Laissue, N. (2016). Consuming rationally: How marketing is exploiting our cognitive biases. Swiss Skeptics Discussion Paper Series.
  • Ku, G., Malhotra, D., & Murnighan, J. K. (2005). Towards a competitive arousal model of decision-making. Organizational Behavior and Human Decision Processes, 96(2), 89–103. https://doi.org/10.1016/j.obhdp.2004.10.001
  • Ku, H. H., Kuo, C. C., & Kuo, T. W. (2012). The effect of scarcity on purchase intentions. Psychology & Marketing, 29(8), 541–548. https://doi.org/10.1002/mar.20541
  • Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, technology, society. Pearson.
  • Lynn, M. (1991). Scarcity effects on value. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105
  • Lynn, M. (1992). Scarcity’s enhancement of desirability. Basic and Applied Social Psychology, 13(1), 67–78. https://doi.org/10.1207/s15324834basp1301_6
  • Mead, M. (1937). Interpretive statement. In Cooperation and competition among primitive peoples (pp. 458–511). McGraw-Hill.
  • Messick, D. M., & McClintock, C. G. (1968). Motivational bases of choice in experimental games. Journal of Experimental Social Psychology, 4(1), 1–25. https://doi.org/10.1016/0022-1031(68)90046-2
  • Miles, B. W., & Jozefowicz-Simbeni, D. M. H. (2010). Naturalistic inquiry. In The handbook of social work research methods (pp. 415–425). Sage.
  • Milgrom, P. (1984). Axelrod’s the evolution of cooperation. RAND Journal of Economics, 15, 305–309. https://doi.org/10.2307/2555683
  • Nazarov, D., & Baimukhambetov, Y. (2022). Clustering of dark patterns in e-commerce. Mathematics, 10(18), 3219. https://doi.org/10.3390/math10183219
  • Nichols, B. S. (2012). Competitive arousal scale development. Journal of Economic Psychology, 33(1), 192–205. https://doi.org/10.1016/j.joep.2011.10.002
  • Overby, J. W., & Lee, E. J. (2006). The effects of utilitarian and hedonic online shopping value. Journal of Business Research, 59(10–11), 1160–1166. https://doi.org/10.1016/j.jbusres.2006.03.008
  • Shi, S., Wedel, M., & Pieters, R. (2013). Information acquisition during online decision making. Management Science, 59(5), 1009–1026. https://doi.org/10.1287/mnsc.1120.1625
  • Song, H. G., Chung, N., & Koo, C. (2015). Impulsive buying behavior in social commerce. International Journal of Information Management, 35(6), 705–716.
  • Yüksel, Y. (2015). İçerik çözümlemesi. http://cutly.in/h98Lzz
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Marketing (Other)
Journal Section Research Article
Authors

Yelda Güçlü 0000-0002-5358-3815

Nezahat Ekici Özcan 0000-0003-1697-3483

Submission Date November 4, 2025
Acceptance Date December 20, 2025
Publication Date December 27, 2025
IZ https://izlik.org/JA59GU96NS
Published in Issue Year 2025 Volume: 7 Issue: 2

Cite

APA Güçlü, Y., & Ekici Özcan, N. (2025). Faydacı ve Hedonik Hizmetlerde Kıtlık Mesajları: Kazanma Arzusunun Rolü Üzerine Nitel Bir Araştırma. Necmettin Erbakan Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 7(2), 427-448. https://izlik.org/JA59GU96NS

Journal of Necmettin Erbakan University Faculty of Political Sciences is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).