FOMO’ nun Online Satış Tutundurma ve Panik Alışveriş Üzerindeki Etkisi: Türkiye’ nin En Büyük Çevrimiçi Alışveriş Platformu Kullanıcıları Üzerine Bir Araştırma

Öz

Araştırma, FOMO’ nun online satış tutundurma faaliyetlerine yönelik yarar algısı ve panik alışveriş davranışı üzerine etkisini tespit etmek ve ayrıca online satış tutundurma faaliyetleri yarar algısı ile panik alışveriş davranışı ilişkisini değerlendirmek amacıyla gerçekleştirilmiştir. Araştırma için Türkiye’ nin en büyük çevrimiçi alışveriş platformu kullanıcıları arasından kolayda örnekleme yöntemi ile seçilen 585 katılımcıya yüz yüze anket çalışması uygulanmıştır. Anket çalışmasından elde edilen veriler SPSS 24 Paket Programı ile analiz edilmiştir. Bağımsız örneklem t-testi ve tek yönlü varyans analizi sonuçlarına göre kadınlar erkeklerden daha fazla FOMO hislerine sahiptir ve kadınların satış tutundurmaya dair yarar algıları ve panik alışveriş davranışları erkeklere göre daha yüksek seviyededir. Alışveriş platformuna üye olanların olmayanlara göre FOMO hislerinin ve satış tutundurmaya dair yarar algılarının daha güçlü olduğu ve alışveriş sitesinden 4-6 günde bir alışveriş yapanların FOMO hislerinin bir aydan daha uzun sürede alışveriş yapan gruba göre daha yoğun olduğu söylenebilir. Çoklu regresyon analizi sonuçlarına göre kaygı ve endişe, kolaylık-değer ve keşif-heyecan yarar algısını ve panik alışveriş davranışlarını etkilerken merak ve ilgi duyma, tasarruf-kalite, kolaylık-değer, keşif- heyecan yarar algısını ve panik alışveriş davranışını etkilemektedir. Korelasyon analizi sonuçları ise tasarruf-kalite, kolaylık-değer ve keşif-heyecan yarar algısının panik alışveriş davranışları ile ilişkili olduğunu göstermiştir.

Anahtar Kelimeler

• FOMO
• Satış Tutundurma Yarar Algısı
• Panik Alışveriş

The Impact of FOMO on Online Sales Promotion and Panic Shopping: A Study on Users of Türkiye’ s Largest Online Shopping Platform

Öz

The research was conducted to determine the effect of FOMO on the perception of benefits of online sales promotion activities and panic shopping behavior and also to evaluate the relationship between the perception of benefits of online sales promotion and panic shopping behavior. In order to do so, a face-to-face survey was conducted on 585 participants selected through a convenience sampling method among users of Türkiye’s largest online shopping platform. The data obtained from the survey study was analyzed with SPSS 24 software. According to the results of independent sample t-tests and one-way analysis of variance, women have more FOMO feelings than men, and women's perceptions of sales promotion benefits and panic shopping behaviors are higher than men’s. It can be said that the FOMO feelings and sales promotion benefit perceptions of those who are members of the shopping platform are stronger than those who are not, and that the FOMO feelings of those who shop from the shopping site every 4-6 days are more intense than the group who shop for more than a month. According to the results of multiple regression analysis, anxiety and concern influence convenience-value and discovery-excitement benefit perception and panic shopping behavior, while curiosity and interest influence savings-quality, convenience-value, discovery-excitement benefit perception, and panic shopping behavior. Correlation analysis results showed that savings-quality, convenience-value, and discovery-excitement benefit perceptions are related to panic shopping behaviors.

Anahtar Kelimeler

• FOMO
• Sales Promotion Benefit Perception
• Panic Shopping

Kaynakça

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