Kıtlık Mesajlarının Plansız Satın Alma Üzerindeki Etkisi: Ürün İlgileniminin Aracılık Rolü ve Cinsiyetin Düzenleyici Rolü

Yıl 2026, Cilt: 12 Sayı: 1 , 376 - 393 , 31.03.2026

Vesile Özçifçi , Gamze Gürdil

https://doi.org/10.31592/aeusbed.1770503

https://izlik.org/JA63GB95DS

Öz

Bu çalışma, kıtlık mesajlarının plansız satın alma davranışı üzerindeki etkilerini ve bu ilişkide ürün ilgilenimi ile cinsiyetin düzenleyici rollerini incelemektedir. Literatürde, kıtlık mesajlarının tüketici davranışlarını nasıl etkilediğine dair çeşitli teoriler bulunmaktadır ve bu çalışma, tüketicilerin kıtlık mesajlarına nasıl tepki verdiklerini anlamak amacıyla aracılık ve düzenleyici etki modelleri sunmaktadır. Çalışma, 410 katılımcıdan toplanan verilerle yüz yüze ve çevrimiçi anketler kullanılarak kolayda örnekleme yöntemi kullanılarak yürütülmüştür. Toplanan veriler için ölçeklerin güvenilirlik ve geçerlilik testleri yapıldıktan sonra, ürün katılımının aracılık rolü PROCESS Model 4, cinsiyetin düzenleyicilik rolü PROCESS Model 8 kullanılarak analiz edilmiştir. Araştırma sonuçları, sınırlı zamanlı kıtlık mesajlarının plansız satın alma davranışını doğrudan etkilemediğini, ancak ürün ilgilenimi aracılığıyla bu davranışı anlamlı şekilde artırdığını göstermektedir. Ayrıca, sınırlı miktarlı kıtlık mesajlarının özellikle erkek tüketiciler üzerinde daha güçlü bir etkiye sahip olduğu gözlemlenmiştir. Çalışmanın bulguları, pazarlamacıların kıtlık mesajlarını stratejik olarak kullanmalarına ve hedef kitlelerine yönelik daha etkili pazarlama kampanyaları geliştirmelerine yardımcı olabilir. Son olarak, kıtlık mesajlarının tüketici segmentlerine ve ürün türlerine göre nasıl farklılık gösterdiği konusunda daha fazla araştırma yapılması önerilmektedir.

Anahtar Kelimeler

Kıtlık mesajları , ürün ilgilenimi , plansız satın alma , düzenleyici aracılı model

The Impact of Scarcity Messages on Impulse Buying: The Mediating Role of Product Involvement and The Moderating Role of Gender

https://izlik.org/JA63GB95DS

Öz

This study examines the effects of scarcity messages on impulse buying behavior and the moderating role of product involvement and gender in this relationship. There are various theories in the literature on how scarcity messages affect consumer behavior, and this study presents mediating and moderating effect models to recognize how consumers respond to scarcity messages. The study was conducted using a convenience sampling method using face-to-face and online surveys with data collected from 410 participants. After conducting reliability and validity tests of the scales for the collected data, the mediating role of product involvement was analyzed using PROCESS Model 4, and the moderating role of gender was analyzed using PROCESS Model 8. The results indicate that limited-time scarcity messages do not directly affect impulse buying behavior, but significantly increase this behavior through product involvement. In addition, it was observed that limited-quantity scarcity messages have a stronger effect, especially on male consumers. The findings of the study may help marketers use scarcity messages strategically and develop more effective marketing campaigns for their target audiences. Finally, it is suggested that further research should be conducted on how scarcity messages differ according to consumer segments and product types.

Anahtar Kelimeler

: Scarcity messages , product involvement , impulse buying , moderated mediation model

Kaynakça

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