THE ROLE OF PSYCHOLOGICAL EFFECTS OF PERCEIVED SCARCITY ON CONSUMERS’ BUYING BEHAVIOR

Yıl 2018, Cilt: 6 Sayı: 2, 866 - 898, 29.09.2018

Polat Can Gözde Şen

https://doi.org/10.19145/e-gifder.432839

Cited By: 1

Öz

Today, facilitating access to products and services makes competition conditions difficult, which in turn leads businesses to develop new strategies to influence consumer choice. One of these strategies is perceived scarcity. Perceived scarcity, one of the new concepts in consumer behavior studies, increases the perceived value of the product and affects the consumer's preferences. The purpose of this study is the psychological effect created by the consumer on the perception that the product is scarce and created by the business. In other words, it is to learn the reaction that the consumer will give to the perceived scarcity of the enterprise in the direction of strategic goals. For this purpose, the survey technique was applied as the data collection method in the research conducted and the application was realized in the fast fashion sector. In the analysis of the obtained data, frequencies, mean, standard deviation, reliability analysis, confirmatory factor analysis and structural equation modeling (path) analyzes were used. As a result of the analyzes; it can be said that the consumer consciously can distinguish between the perceived scarcity messages generated by the business and the situations in which the supply of the product is not restricted, and this behavior is affected by the buying behavior.

Anahtar Kelimeler

Consumer Behavior, Scarcity, Perceived Scarcity

ALGILANAN KITLIĞIN PSİKOLOJİK ETKİLERİNİN SATIN ALMA DAVRANIŞI ÜZERİNDEKİ ROLÜ

Öz

Günümüzde ürün ve hizmetlere erişimin kolaylaşması rekabet şartlarını zorlaştırmakta ve bu durum ise işletmeleri tüketicinin tercihini etkileyebilmek için yeni stratejiler geliştirmeye yönlendirmektedir. Bu stratejilerden biri de algılanan kıtlıktır. Tüketici davranışı çalışmalarında yeni bir kavramlardan biri olan algılanan kıtlık, ürünün algılanan değerini artırmakta ve tüketicinin tercihlerini etkilemektedir. Bu bağlamda çalışmanın amacı; işletme tarafından oluşturulan ve ürünün kıt olduğu yönündeki algılamanın, tüketicide yarattığı psikolojik etkiyi incelemektir. Başka bir ifadeyle, işletme tarafından stratejik amaçlar doğrultusunda oluşturulan algılanan kıtlık durumuna, tüketicinin vereceği tepkiyi öğrenmektir. Bu amaç doğrultusunda gerçekleştirilen araştırmada veri toplama yöntemi olarak anket tekniği uygulanmış ve uygulama hızlı moda sektöründe gerçekleştirilmiştir. Elde edilen verilerin analizinde, frekans dağılımları, ortalama, standart sapma, güvenilirlik analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modelleme (yol) analizleri kullanılmıştır. Analizlerin sonucunda; tüketicinin bilinçli olarak işletme tarafından oluşturulan algılanan kıtlık mesajları ile ürünün tedarikinin kısıtlanmadığı durumları birbirinden ayırt edebildiği ve bu durumun satın alma davranışının etkilendiği söylenebilir.

Anahtar Kelimeler

Tüketici Davranışı, Kıtlık, Algılanan Kıtlık

Kaynakça

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