THE RELATIONSHIP BETWEEN SCARCITY MARKETING AND IMPULSIVE BUYING IN ONLINE SHOPPING AND THE INTERMEDIATE ROLE OF SHOPPING ENJOYMENT

Yıl 2022, , 723 - 738, 29.06.2022

Altuğ Ocak

https://doi.org/10.48070/erciyesakademi.1101284

Cited By: 3

Öz

Consumers who could not visit shopping malls during the pandemic process, demanding online shopping sites caused the competition between brands to move to online channels. Marketing managers who want to stand out in this competitive environment often use the scarcity marketing method to force consumers to start purchasing as soon as possible, with messages such as a last product or a special discount only for today. The aim of this study is to examine the relationship between scarcity messages and impulsive buying and shopping enjoyment variables in order to reveal whether the scarcity marketing tactics applied to the Z generation, who will constitute a significant part of the consumers in the near future, are really successful. Data from 405 participants were analyzed in the SPSS 25 program, and the test results revealed that female participants, 66.9% of generation Z representing 94.8% of the participants, were more affected by scarcity messages and enjoyed shopping more than male participants. Correlation analysis results show that there is a positive and significant relationship between scarcity marketing, shopping enjoyment and impulsive buying variables. The findings of the study show that marketing managers can get more efficient results if they apply the scarcity messages they use on online shopping sites to products for women compared to products for men.

Anahtar Kelimeler

Marketing, Scarcity marketing, Impulsive buying

ONLINE ALIŞVERİŞTE KITLIK PAZARLAMASI İLE DÜRTÜSEL SATIN ALMA ARASINDAKİ İLİŞKİ VE ALIŞVERİŞTEN KEYİF ALMANIN ARACILIK ROLÜ

Öz

Yaşanan pandemi süreci boyunca alışveriş merkezlerini ziyaret edemeyen tüketicilerin, online alışveriş sitelerine rağbet göstermeleri markalar arasındaki rekabetin online mecralara taşınmasına neden olmuştur. Bu rekabet ortamında öne çıkmak isteyen pazarlama yöneticileri, son bir ürün ya da yalnızca bugüne özel indirim gibi mesajlarla tüketicilere çok düşünme fırsatı vermeden bir an önce satın alma faaliyetine geçmelerini zorlamak amacıyla sıklıkla kıtlık pazarlaması yöntemini kullanmaktadırlar. Bu çalışmanın amacı, yakın gelecekte tüketicilerin önemli bir kısmını teşkil edecek olan Z kuşağına uygulanan kıtlık pazarlaması taktiklerinin gerçekten başarıya ulaşıp ulaşmadığını ortaya çıkarmak için kıtlık mesajları ile dürtüsel satın alma ve alışverişten keyif alma değişkenlerinin ilişkisini incelemektir. 405 katılımcıdan sağlanan veriler, SPSS 25 programında analiz edilmiş, test sonuçları katılımcıların %94,8’ini temsil eden Z kuşağının %66,9’unu oluşturan kadın katılımcıların erkek katılımcılara göre kıtlık mesajlarından daha fazla etkilendiklerini ve alışverişten daha fazla keyif aldıklarını ortaya çıkarmıştır. Korelasyon analizi sonuçları ise kıtlık pazarlaması, alışverişten keyif alma ve dürtüsel satın alma değişkenleri arasında pozitif yönde anlamlı bir ilişki olduğunu göstermektedir. Çalışmanın bulguları, pazarlama yöneticilerinin online alışveriş sitelerinde kullandıkları kıtlık mesajlarını erkeklere yönelik ürünlere nazaran kadınlara yönelik ürünlerde uygulamaları halinde daha verimli sonuçlar alabileceklerini göstermektedir.

Anahtar Kelimeler

Pazarlama, Kıtlık pazarlaması, Dürtüsel Satın alma

Kaynakça

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