KIYAMET HARCAMASI KAVRAMININ ÖNCÜLLERİ ve SONUÇLARI: BİR LİTERATÜR TARAMASI

Öz

Bu çalışmanın amacı, pazarlama literatüründe yeni bir kavram olarak ortaya çıkan kıyamet harcaması olgusunu açıklamak, kavramın kuramsal temellerini tartışmak ve bu davranışın öncülleri ile sonuçlarını alanyazın doğrultusunda incelemektir. Kıyamet harcaması bireylerin geleceğe yönelik kaygı, belirsizlik ve stres durumlarında ortaya koyduğu plansız, dürtüsel ve aşırı tüketim davranışlarını ifade eder. Çalışmada nitel bir yöntem olan doküman analizi kullanılmıştır. Bu kapsamda, konuyla ilgili akademik makaleler sistematik biçimde incelenmiştir. Alanyazın bulgularına göre kıyamet harcaması davranışının öncüllerinin meydana gelmesinde psikolojik, sosyolojik ve ekonomik faktörler etkili olmaktadır. Bu öncüller stres, kaygı, gelişmeleri kaçırma korkusu, sosyal etkiler, sosyal medya etkileşimi, finansal belirsizlik, finansal eğitim eksikliği, zaman baskısı, çevrim içi alışveriş kolaylığı olarak alanyazına yansımıştır. Kıyamet harcamasının sonuçları ise ekonomik, psikolojik faktörler ile marka düzeyinde sonuçlar meydana getirmektedir. Kıyamet harcamasının çıktıları aşırı tüketim, kaynakların azalması, tedarik zinciri baskısı, kısa süreli tatmin, pişmanlık, kısa vadeli satış artışı, uzun vadeli itibar kaybıdır. Sonuç olarak kıyamet harcaması kavramı, tüketici davranışlarını açıklamada yeni bir boyut kazandırmaktadır. Alanyazın, ölçek geliştirme çalışmalarına ve farklı kültürel bağlamlarda yapılacak nicel araştırmalara ihtiyaç olduğunu göstermektedir. Bu çalışma, kıyamet harcaması kavramının pazarlama ve tüketici davranışı literatürüne kuramsal katkı sağlamaktadır.

Anahtar Kelimeler

• Kıyamet Harcaması
• Panik Satın Alma Davranışı
• Plansız Satın Alma Davranışı

Antecedents and Consequences of Doom Spending: A Literature Review

Öz

The purpose of this study is to explain doom spending, which has emerged as a new concept in the marketing literature, to discuss its theoretical foundations, and to examine its antecedents and consequences in line with the existing body of research. Doom spending refers to unplanned, impulsive, and excessive consumption behaviors exhibited by individuals under conditions of anxiety, uncertainty, and stress about the future. The study employed a document analysis method through which relevant academic articles were systematically reviewed. According to the findings of the literature, psychological, sociological, and economic factors play a significant role in the emergence of doom spending behavior. These antecedents are reflected as stress, anxiety, fear of missing out, social influence, social media interaction, financial uncertainty, lack of financial literacy, time pressure, and the ease of online shopping. The consequences of doom spending occur at economic, psychological dimensions, and brand related concept. The consequences of doom spending include excessive consumption, resource depletion, supply chain stress, short-term satisfaction, post-purchase regret, short-term sales increase, and long-term reputation loss. In conclusion, doom spending provides a new perspective for understanding consumer behavior. The literature indicates a need for scale development and quantitative studies in multi-cultural contexts. This study contributes theoretically to the marketing and consumer behavior literature by conceptualizing of doom spending.

Anahtar Kelimeler

• Panic Buying Behavior
• Impulsive Buying Behavior
• Doom Spending

Kaynakça

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