Online alışverişte kıtlık etkisi, FOMO ve sürü davranışının anlık satın alma üzerindeki rolü

Although previous studies have addressed the role of the scarcity effect in consumer decision-making, the interaction between scarcity, FOMO (fear of missing out), impulse buying, and bandwagon has not been extensively examined. This study aims to fill this gap by investigating how FOMO mediates the relationship between the scarcity effect and impulse buying and how the bandwagon moderates this process. In order to examine these complex relationships, the study examines the mediating role of FOMO in the relationship between scarcity and impulse buying and the moderating effect of bandwagon on this indirect relationship. The scenario-based survey study conducted with N=342 participants evaluated consumers' responses to a popular product offered in limited stock during the research. The research hypotheses were tested using Hayes' PROCESS Model 4 and Model 5. Model 4 is based on a mediation analysis to examine the indirect effect of the independent variable on the dependent variable. In contrast, Model 5 investigates how a specific moderating variable influences this indirect effect. The findings show that the scarcity effect increases impulse buying behaviours through FOMO. It was determined that products perceived to be scarce trigger fear of missing out in consumers, which leads to rapid and unplanned purchasing decisions. In addition, the indirect relationship between scarcity and impulse buying was significantly moderated by bandwagon. The interaction between scarcity and FOMO was more substantial in individuals with high bandwagon, indicating that social interactions increase scarcity-induced purchasing pressure. This study contributes to the consumer behaviour literature by addressing the dynamics of scarcity, FOMO, and bandwagon within the scope of the S-O-R (Stimulus-Organism-Response) model. It reveals the impact of digital scarcity strategies on consumers in social interactions.