THE EFFECT OF SCARCITY MESSAGES ON PURCHASE INTENION: THE MODERATING ROLE OF PRODUCT INVOLVEMENT

Vesile Özçifçi; Gamze Gürdil

Makale detayları

THE EFFECT OF SCARCITY MESSAGES ON PURCHASE INTENION: THE MODERATING ROLE OF PRODUCT INVOLVEMENT

Yazarlar:

Vesile Özçifçi | Gamze Gürdil

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

Demografi (Diğer)

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.212-225

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339957

pISSN:

2564-6931

Anahtar kelimeler:

Özet:

 This research aims to examine whether scarcity message types time and quantity have a positive effect on consumers purchase intention. At the same time, this study aims to determine how the examined relationships differ depending on product involvement and to provide a broader perspective to researchers and marketing managers on this subject. The research was conducted using data collected from 417 participants through face-to-face and online survey with convenience sampling method. After performing reliability and validity tests of the scales for the collected data, the hypotheses were tested with regression analysis. The moderating role of product involvement was tested using PROCESS Macro Model 1. In order to provide more comprehensive information, the moderating effect was examined with the Johnson Neyman method. According to the analysis results, scarcity messages time and quantity positively affect consumers purchase intention. According to the findings obtained from the moderation analysis, it was determined that product involvement did not moderate the purchase intention of scarcity messages. The results found from the Johnson Neyman method showed that the positive effect of scarcity messages on purchase intention was not statistically significant at all levels of product involvement. Accordingly, consumers involvement with the product does not change the positive effect of scarcity messages time, quantity on purchase intention.

 This research aims to examine whether scarcity message types time and quantity have a positive effect on consumers purchase intention. At the same time, this study aims to determine how the examined relationships differ depending on product involvement and to provide a broader perspective to researchers and marketing managers on this subject. The research was conducted using data collected from 417 participants through face-to-face and online survey with convenience sampling method. After performing reliability and validity tests of the scales for the collected data, the hypotheses were tested with regression analysis. The moderating role of product involvement was tested using PROCESS Macro Model 1. In order to provide more comprehensive information, the moderating effect was examined with the Johnson Neyman method. According to the analysis results, scarcity messages time and quantity positively affect consumers purchase intention. According to the findings obtained from the moderation analysis, it was determined that product involvement did not moderate the purchase intention of scarcity messages. The results found from the Johnson Neyman method showed that the positive effect of scarcity messages on purchase intention was not statistically significant at all levels of product involvement. Accordingly, consumers involvement with the product does not change the positive effect of scarcity messages time, quantity on purchase intention.

 This research aims to examine whether scarcity message types time and quantity have a positive effect on consumers purchase intention. At the same time, this study aims to determine how the examined relationships differ depending on product involvement and to provide a broader perspective to researchers and marketing managers on this subject. The research was conducted using data collected from 417 participants through face-to-face and online survey with convenience sampling method. After performing reliability and validity tests of the scales for the collected data, the hypotheses were tested with regression analysis. The moderating role of product involvement was tested using PROCESS Macro Model 1. In order to provide more comprehensive information, the moderating effect was examined with the Johnson Neyman method. According to the analysis results, scarcity messages time and quantity positively affect consumers purchase intention. According to the findings obtained from the moderation analysis, it was determined that product involvement did not moderate the purchase intention of scarcity messages. The results found from the Johnson Neyman method showed that the positive effect of scarcity messages on purchase intention was not statistically significant at all levels of product involvement. Accordingly, consumers involvement with the product does not change the positive effect of scarcity messages time, quantity on purchase intention.

 Bu araştırma, kıtlık mesajı türlerinin zaman ve miktar tüketicilerin satın alma niyetinde olumlu bir etkisi olup olmadığını incelemeyi amaçlamaktadır. Aynı zamanda, bu çalışma, incelenen ilişkilerin ürün ilgilenimine bağlı olarak nasıl farklılık gösterdiğini belirlemeyi ve bu konuda araştırmacılara ve pazarlama yöneticilerine daha geniş bir perspektif sunmayı hedeflemektedir. Araştırma, kolayda örnekleme yöntemiyle yüz yüze ve çevrimiçi anket kullanılarak 417 katılımcıdan toplanan verilerle gerçekleştirilmiştir. Toplanan veriler için ölçeklerin güvenilirlik ve geçerlilik testleri yapıldıktan sonra, hipotezler regresyon analizi ile test edilmiştir. Ürün ilgileniminin düzenleyici rolü PROCESS Makro Model 1 kullanılarak test edilmiştir. Daha kapsamlı bilgiler sunmak için düzenleyicilik etkisi Johnson Neyman yöntemi ile incelenmiştir. Analiz sonuçlara göre, kıtlık mesajları zaman ve miktar, tüketicilerin satın alma niyetini olumlu olarak etkilemektedir. Düzenleyicilik analizinden elde edilen bulgulara göre, ürün ilgileniminin, kıtlık mesajlarının satın alma niyeti üzerindeki etkisinde düzenleyici rolünün bulunmadığı belirlenmiştir. Johnson Neyman yönteminden bulunan sonuçlar, kıtlık mesajlarının satın alma niyetindeki pozitif etkisinin, ürün ilgileniminin tüm seviyelerinde istatistiksel olarak anlamlı çıkmadığını göstermiştir. Buna göre, tüketicilerin ürüne olan ilgilenimleri kıtlık mesajlarının zaman, miktar satın alma niyetindeki pozitif etkisini değiştirmemektedir.

Makale detayları

THE EFFECT OF SCARCITY MESSAGES ON PURCHASE INTENION: THE MODERATING ROLE OF PRODUCT INVOLVEMENT

Yazarlar:

Vesile Özçifçi | Gamze Gürdil

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

Demografi (Diğer)

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.212-225

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339957

pISSN:

2564-6931

Scarcity messages

purchase intention

product involvement

regression analysis

moderation analysisKıtlık mesajları

satın alma niyeti

ürün ilgilenimi

regresyon analizi

düzenleyicilik analizi.

Sayı

Makale detayları

Yazarlar: Vesile Özçifçi | Gamze Gürdil

Yayıncı: Nigde Omer Halisdemir University

Ana Başlıklar: Demografi (Diğer)

Dergi: Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.212-225

Belge Tipi: Makale

Yayın Tarihi: 1/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001339957

pISSN: 2564-6931

Sayı

Yazarlar:

Vesile Özçifçi | Gamze Gürdil

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

Demografi (Diğer)

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.212-225

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339957

pISSN:

2564-6931