Araştırma Makalesi
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Yıl 2025, Cilt: 40 Sayı: 4, 1195 - 1229, 01.10.2025
https://doi.org/10.24988/ije.1566589

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Kaynakça

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

Yıl 2025, Cilt: 40 Sayı: 4, 1195 - 1229, 01.10.2025
https://doi.org/10.24988/ije.1566589

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.

Kaynakça

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

Yıl 2025, Cilt: 40 Sayı: 4, 1195 - 1229, 01.10.2025
https://doi.org/10.24988/ije.1566589

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.

Kaynakça

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  • Montgomery, D. C., Peck, E. A. ve Vining, G. G. (2012). Introduction to Linear Regression Analysis (5st Edition). John Wiley & Sons, Inc. New Jersey.
  • Nabity-Grover, T. Cheung, C. M. K. ve Thatcher, J. B. (2020). Inside out and outside in: how the covıd-19 pandemic affects self-disclosure on social media. International Journal of Information Management, 55, 1-5. https://doi.org/10.1016/j.ijinfomgt.2020.102188
  • Naeem, M. (2021). Do social media platforms develop consumer panic buying during the fear of covid-19 pandemic. Journal of Retailing and Consumer Services, 58, 1-10. https://doi.org/10.1016/j.jretconser.2020.102226
  • Natalia, D. ve Huwae, A. (2024). Pengaruh fear of missing out (FOMO) terhadap panic buying pada kolektor photocard ıdol kpop. Innovative: Journal of Social Science Research, 4(3), 10113-10122.
  • Neha, S. ve Manoj, V. (2013). Impact of sales promotion tools on consumer’s purchase decision towards white good (refrigerator) at durg and bhilai region of cg, ındia. Research Journal of Management Sciences, 2(7), 10-14.
  • Noda, S. ve Teramoto, K. (2024). A dynamic model of rational 'panic buying'. Quantitative Economics, 15(2), 489-521. https://doi.org/10.3982/QE2126
  • O'Connell, C. (2020). How FOMO (fear of missing out), the smartphone, and social media may be affecting university students in the Middle East. North american Journal of Psychology, 22(1), 83-102.
  • Oyman, M. (2004). Tüketicilerin satış tutundurma etkinliklerine yönelik tutumları ve yarar algılamaları. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 4(1), 55-76.
  • Özdamar, K. (2003). Modern bilimsel araştırma yöntemleri (1. Baskı). Eskişehir: Kaan Kitabevi.
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  • Peng, L., Zhang, W., Wang, X. ve Liang, S. (2019). Moderating effects of time pressure on the relationship between perceived value and purchase intention in social e-commerce sales promotion: considering the impact of product involvement. Information & Management, 56(2), 317-328. https://doi.org/10.1016/j.im.2018.11.007
  • Prentice, C., Quach, S. ve Thaichon, P. (2020). Antecedents and consequences of panic buying: The case of COVID-19. International Journal of Consumer Studies, 46(1), 132-146. DOI: 10.1111/ijcs.12649
  • Przybylski, A. K., Murayama, K., Dehaan, C. R., ve Gladwell, V. (2013). Motivational, emotional and behavioral correlates of fear of missing out. Computers in Human Behavior. 29(4), 1841-1848. http://dx.doi.org/10.1016/j.chb.2013.02.014
  • Rao, V. R. ve Thomas, L. J. (1973). Dynamic models for sales promotion policies. Journal of the Operational Research Society, 24(3), 403-417.
  • Razzak, A. ve Salman Y. (2022). Perceived resilience and vulnerability during the pandemic-ınfused panic buying and the role of covıd conspiracy beliefs. Evidence from Pakistan. Journal of Global Marketing, 35(5). 368-383. DOI: 10.1080/08911762.2022.2051156.
  • Redmond, W. H. (1999). Effects of sales promotion on smoking among us ninth graders. Preventive Medicine, 28(3), 243-250. https://doi.org/10.1006/pmed.1998.0410
  • Rehman, F., Yusoff, R. B. M., Zabri, S. B. M., ve Ismail, F. B. (2017). Determinants of personal factors in influencing the buying behavior of consumers in sales promotion: A case of fashion industry. Young Consumers, 18(4), 408-424. DOI 10.1108/YC-06-2017-00705
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  • Şahin, E. ve Çavuş, B. F. (2020). Sosyal medya algısı ve FOMO’nun tüketici satın alma davranışına etkisinin belirlenmesine yönelik bir araştırma: Selçuk Üniversitesi Iktisadi ve Idari Bilimler Fakültesi Örneği. Fırat Üniversitesi Uluslararası İktisadi ve İdari Bilimler Dergisi, 4(1), 149-182.
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  • Uysal, A. (2019). Satış promosyonları ve tüketici memnuniyetinin satın alma niyeti ve marka bağlılığına etkisi: Üniversite öğrencileri üzerine bir araştırma. (Yüksek lisans tezi) Selçuk Üniversitesi, Konya.
  • Wakefield, K. L. ve Barnes, J. H. (1996). Retailing hedonic consumption: a model of sales promotion of a leisure service. Journal of Retailing, 72(4), 409-427.
  • Wang, H. H. ve Na, H. A. O. (2020). Panic buying? Food hoarding during the pandemic period with city lockdown. Journal of Integrative Agriculture, 19(12), 2916-2925. doi: 10.1016/S2095-3119(20)63448-7
  • Wang, Y., Ding, A. S. ve Xu, C. (2023). The impact of paid social Q&A on panic buying and digital hoarding at the stage of coexistence with COVID-19: The moderating role of sensitivity to pain of payment. International Journal of Disaster Risk Reduction, 84, https://doi.org/10.1016/j.ijdrr.2022.103472
  • Wijaya, T. (2020). Factor analysis of panic buying during the Covıd-19 period in Indonesia. Social Sciences & Humanities Open. https://dx.doi.org/10.2139/ssrn.3603750
  • Williams, O., Babatunde, A. ve Jeleel, S. (2012). The impact of sales promotion on organization effectiveness in Nigerian manufacturing industry. Universal Journal of Marketing and Business Research, 1(4), 123-131.
  • Yaran, Ögel, İ. (2022). Did fear of missing out trigger panic buying behavior and cognitive dissonance of consumers during early days of Covid-19 pandemic? The mediating role of panic buying. Journal of Research in Business, 7(1), 22-45.
  • Yuen, K. F., Tan, L. S., Wong, Y. D. ve Wang, X. (2022). Social determinants of panic buying behaviour amidst covıd-19 pandemic: the role of perceived scarcity and anticipated regret. Journal of Retailing and Consumer Services, 66, 1-12. https://doi.org/10.1016/j.jretconser.2022.102948
  • Zhang, Z., Jiménez, F. R. ve Cicala, J. E. (2020). Fear of missing out scale: a self‐concept perspective. Psychology & Marketing, 37(11), 1619-1634. DOI: 10.1002/mar.21406
Toplam 110 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Esen Şahin 0000-0001-7215-5018

Fatma Kaya Güvercin 0000-0002-6165-0758

Erken Görünüm Tarihi 1 Ekim 2025
Yayımlanma Tarihi 1 Ekim 2025
Gönderilme Tarihi 14 Ekim 2024
Kabul Tarihi 7 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 40 Sayı: 4

Kaynak Göster

APA Şahin, E., & Kaya Güvercin, F. (2025). FOMO’ nun Online Satış Tutundurma ve Panik Alışveriş Üzerindeki Etkisi: Türkiye’ nin En Büyük Çevrimiçi Alışveriş Platformu Kullanıcıları Üzerine Bir Araştırma. İzmir İktisat Dergisi, 40(4), 1195-1229. https://doi.org/10.24988/ije.1566589

İzmir İktisat Dergisi
TR-DİZİN, DOAJ, EBSCO, ERIH PLUS, Index Copernicus, Ulrich’s Periodicals Directory, EconLit, Harvard Hollis, Google Scholar, OAJI, SOBIAD, CiteFactor, OJOP, Araştırmax, WordCat, OpenAIRE, Base, IAD, Academindex
tarafından taranmaktadır.

Dokuz Eylül Üniversitesi Yayınevi Web Sitesi
https://kutuphane.deu.edu.tr/yayinevi/

Dergi İletişim Bilgileri Sayfası
https://dergipark.org.tr/tr/pub/ije/contacts


İZMİR İKTİSAT DERGİSİ 2022 yılı 37. cilt 1. sayı ile birlikte sadece elektronik olarak yayınlanmaya başlamıştır.