THE EFFECT OF FOMO, PERCEIVED SCARCITY AND ONLINE IMPULSE BUYING BEHAVIOR ON ONLINE REPURCHASE INTENTION

Nilay Sayan; Aypar Uslu

Makale detayları

THE EFFECT OF FOMO, PERCEIVED SCARCITY AND ONLINE IMPULSE BUYING BEHAVIOR ON ONLINE REPURCHASE INTENTION

Yazarlar:

Nilay Sayan | Aypar Uslu

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351381

pISSN:

2630-6255

Anahtar kelimeler:

Özet:

 While consumers used to tend to buy in line with their needs, they now tend to buy in line with their desires without needs, to suppress any emotions or for economic concerns. In this study, we examine the effects of FoMO, perceived scarcity and online impulse buying behavior on online repurchase intention created and triggered by discount campaigns on electronic commerce platforms; It is aimed to reveal whether the perception of scarcity created by messages emphasizing the limitation in terms of product quantity and campaign duration and the fear of missing opportunities created by discount campaigns have a triggering effect on online impulse buying behavior and whether there is a change in online repurchase intention. The data was collected between November and December 2023 using the convenience sampling method in the digital environment through online survey forms. A total of 560 people participated in the survey, and since 8 of them did not shop online, the analysis was carried out via SPSS and SPSS Process Makro on 552 people. Research results have shown that E-WoM has a positive effect on FoMO, Perceived Scarcity and Online Impulse Buying Behavior, FoMO and Perceived Scarcity positively affect Online Impulse Buying Behavior, and Online Impulse Buying Behavior does not affect Online Repurchase Intention. Additionally, it was found that FoMO had a mediating effect on E-WoMs Online Impulse Buying Behavior, while Perceived Scarcity had no mediating effect on E-WoMs Online Impulse Buying Behavior.

 While consumers used to tend to buy in line with their needs, they now tend to buy in line with their desires without needs, to suppress any emotions or for economic concerns. In this study, we examine the effects of FoMO, perceived scarcity and online impulse buying behavior on online repurchase intention created and triggered by discount campaigns on electronic commerce platforms; It is aimed to reveal whether the perception of scarcity created by messages emphasizing the limitation in terms of product quantity and campaign duration and the fear of missing opportunities created by discount campaigns have a triggering effect on online impulse buying behavior and whether there is a change in online repurchase intention. The data was collected between November and December 2023 using the convenience sampling method in the digital environment through online survey forms. A total of 560 people participated in the survey, and since 8 of them did not shop online, the analysis was carried out via SPSS and SPSS Process Makro on 552 people. Research results have shown that E-WoM has a positive effect on FoMO, Perceived Scarcity and Online Impulse Buying Behavior, FoMO and Perceived Scarcity positively affect Online Impulse Buying Behavior, and Online Impulse Buying Behavior does not affect Online Repurchase Intention. Additionally, it was found that FoMO had a mediating effect on E-WoMs Online Impulse Buying Behavior, while Perceived Scarcity had no mediating effect on E-WoMs Online Impulse Buying Behavior.

 While consumers used to tend to buy in line with their needs, they now tend to buy in line with their desires without needs, to suppress any emotions or for economic concerns. In this study, we examine the effects of FoMO, perceived scarcity and online impulse buying behavior on online repurchase intention created and triggered by discount campaigns on electronic commerce platforms; It is aimed to reveal whether the perception of scarcity created by messages emphasizing the limitation in terms of product quantity and campaign duration and the fear of missing opportunities created by discount campaigns have a triggering effect on online impulse buying behavior and whether there is a change in online repurchase intention. The data was collected between November and December 2023 using the convenience sampling method in the digital environment through online survey forms. A total of 560 people participated in the survey, and since 8 of them did not shop online, the analysis was carried out via SPSS and SPSS Process Makro on 552 people. Research results have shown that E-WoM has a positive effect on FoMO, Perceived Scarcity and Online Impulse Buying Behavior, FoMO and Perceived Scarcity positively affect Online Impulse Buying Behavior, and Online Impulse Buying Behavior does not affect Online Repurchase Intention. Additionally, it was found that FoMO had a mediating effect on E-WoMs Online Impulse Buying Behavior, while Perceived Scarcity had no mediating effect on E-WoMs Online Impulse Buying Behavior.

 Tüketiciler eskiden ihtiyaçları doğrultusunda satın alma eğilimi gösterirken artık ihtiyaçları olmaksızın istekleri doğrultusunda, herhangi bir duyguyu bastırmak için veya ekonomik kaygılarla satın alma eğilimi göstermektedirler. Elektronik ticaret platformlarındaki indirim kampanyalarının yarattığı ve tetiklediği online yeniden satın alma niyetinde FoMO, algılanan kıtlık ve online anlık satın alma davranışının etkisini incelediğimiz bu çalışmada; ürün miktarı ve kampanya süresi açısından sınırlılığı vurgulayan mesajların yarattığı kıtlık algısının ve indirim kampanyalarının yarattığı fırsatları kaçırma korkusunun online anlık satın alma davranışında tetikleyici bir etkiye sebep olup olmadığını, online yeniden satın alma niyetinde bir değişikliğin söz konusu olup olmadığını ortaya çıkarmak amaçlanmaktadır. Veriler, online anket formları aracılığıyla dijital ortamda kolayda örnekleme yöntemi kullanılarak 2023 yılı Kasım-Aralık ayları arasında toplanmıştır. Ankete toplamda 560 kişi katılmış olup 8i online alışveriş yapmadığı için SPSS ve SPSS Process Makro üzerinden gerçekleştirilen analiz 552 kişi üzerinden yapılmıştır. Araştırma sonuçları, E-WoMun FoMO, Algılanan Kıtlık ve Online Anlık Satın Alma Davranışı üzerinde olumlu bir etkisi olduğunu, FoMO ve Algılanan Kıtlığın Online Anlık Satın Alma Davranışını olumlu etkilediğine, Online Anlık Satın Alma Davranışının Online Yeniden Satın Alma Niyetini etkilemediğini göstermiştir. Ayrıca, FoMOnun E-WoMun Online Anlık Satın Alma Davranışına aracılık etkisi varken Algılanan Kıtlığın E-WoMun Online Anlık Satın Alma Davranışına aracılık etkisi olmadığı bulgulanmıştır.

Makale detayları

THE EFFECT OF FOMO, PERCEIVED SCARCITY AND ONLINE IMPULSE BUYING BEHAVIOR ON ONLINE REPURCHASE INTENTION

Yazarlar:

Nilay Sayan | Aypar Uslu

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351381

pISSN:

2630-6255

Fear of Missing Opportunities (FoMO)

Perceived Scarcity

Electronic Word of Mouth (e-WoM)

Online Instant Purchase Behaviour

Online Repurchase IntentionFırsatları Kaçırma Korkusu (FoMO)

Algılanan Kıtlık

Elektronik Ağızdan Ağıza İletişim (e-WoM)

Online Anlık Satın Alma Davranışı

Online Yeniden Satın Alma Niyeti

Sayı

Makale detayları

Yazarlar: Nilay Sayan | Aypar Uslu

Yayıncı: Marmara University

Ana Başlıklar: İşletme

Dergi: Journal of Research in Business Vol.10 Issue 1, pp.1-29

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001351381

pISSN: 2630-6255

Sayı

Yazarlar:

Nilay Sayan | Aypar Uslu

Yayıncı:

Marmara University

Ana Başlıklar:

İşletme

Dergi:

Journal of Research in Business Vol.10 Issue 1, pp.1-29

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001351381

pISSN:

2630-6255