COVID-19 SÜRECİNDE PANİK ALIM VE MAĞAZA İÇİ İSTİFÇİLİĞİ: KITLIK PRENSİBİ TEMELİNDE BİR DEĞERLENDİRME

Bu çalışmada temel amaç, COVID-19 döneminde tüketicide oluşan kıtlık algısının panik alım ve mağaza içi istifçiliği üzerinde bir etkisinin olup olmadığını irdelemektir. Ek olarak, rekabet, hedonik alışveriş motivasyonu ve benzersizlik ihtiyacı değişkenlerinin bahsi geçen ilişki üzerinde etkileşim etkisinin var olup olmadığını ortaya koymak çalışmanın bir diğer amacını oluşturmaktadır. Çalışmada son olarak, demografik değişkenlere göre yukarıda bahsi geçen faktörlerin anlamlı bir şekilde farklılaşıp farklılaşmadığı ortaya konulmaya çalışılmıştır. Çalışmada bu amaçla online anket yapılmış ve 687 katılımcı ankete katılmıştır. Çalışma sonucunda, tüketicide ortaya çıkan kıtlık algısının tüketicin panik alım ve mağaza içi istifçiliği davranışı üzerinde anlamlı bir etkisinin var olduğu gözlemlenmiştir. Ek olarak, hedonik alışveriş motivasyonu, rekabetçilik düzeyi ve benzersizlik ihtiyacı yüksek olan kişilerin kıtlık durumunda daha çok panik alımla hareket ettiği ve mağaza içi istifçiliğine daha çok yöneldiği ortaya konulmuştur. Son olarak, çalışmada yer alan her bir demografik değişkenin bağımlı değişkenlerinbüyükbir çoğunluğu üzerinde farklılaştığı gözlemlenmiştir.

PANIC BUYING AND IN-STORE HOARDING IN THE COVID-19 PERIOD: AN ASSESSMENT BASED ON THE SCARCITY PRINCIPLE

The primary purpose of this study is to examine whether the perceived scarcityoccurring in consumer during the COVID-19 period influences panic buying and in-storehoarding. Also, another aim of the study is to reveal whether the variables of competitiveness, hedonic shopping motivation and need for uniqueness have an interaction effect on the mentioned relationship. Finally, in the study, it has been tried to reveal whether the factors mentioned above differ significantly according to demographic variables. For this purpose, an online survey was conducted in the study, and 687 participants participated in the survey. As a result of the study, it has been observed that the perceived scarcity emerged in the consumer has a significant effect on the consumer’s panic buying and in-store hoarding behaviour. Besides, it has been demonstrated that in case of scarcity, people with high hedonic shopping motivation, competitiveness and need for uniqueness tend to panic buying and instore hoarding more. Finally, it was observed that each demographic variable included in the study differentiated on most of the dependent variables.

PDF

___

Acee-Eke, B. C. and Ogonu, G. C. (2020). COVID-19 effects on consumer buying behaviour of departmental stores in rivers state, Nigeria. International Journal of Scientific & Engineering Research, 11(6), 272-285.
Aggarwal, P., Jun, S.Y. and Huh, J.H. (2011). Scarcity messages: A consumer competition perspective. Journal of Advertising, 40(3), 19–30.
Amaldoss, W. and Jain, S. (2005). Pricing of conspicuous goods: A competitive analysis of social effects. Journal of Marketing Research, 42, 30-42.
Andersen, A. L., Hansen, E. T. Johannesen, N. and Sheridan, A. (2020). Consumer responses to the COVID-19 crisis: Evidence from bank account transaction data. Working Paper. Arnold, M. J. and Reynolds, K. E. (2003). Hedonic shopping motivation. Journal of Retailing, 79(2), 77-95.
Babin, B.J. and Attaway, J.S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49(2), 91-99.
Barry, D. (1998). Dave Barry tribune media services. America: Stillwater News Press.
Brannon, L. A., & McCabe, A. E. (2001). Time-restricted sales appeals: The importance of offering real value. Cornell Hotel and Restaurant Administration Quarterly, 42, 47–52.
Brock, T. C. (1968). “Implications of commodity theory for value change”, eds. A. G. Greenwald, T. C.
Brock, and T. M. Ostrom, Psychological Foundations of Attitudes, New York: Academic, 243–276.
Byun, S. E., and Sternquist, B. (2011). Fast-fashion and in-store hoarding: The drivers, moderator, and consequences. Clothing & Textiles Research Journal, 29 (3), 187–201.
Byun, S.E. and Sternquist, B. (2008). The antecedents of instore hoarding: Measurement and application in the fast fashion retail environment. The International Review of Retail, Distribution and Consumer Research, 18 (2), 133-147.
Cialdini, R. B. (2001). Harnessing the science of persuasion. Harvard Business Review, 79, 72–79.
Chung, N. Song, H. G. and Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709-731.
Coibion, O., Gorodnichenko, Y. and Weber. M. (2020). The cost of the COVID-19 crisis: Lockdowns, macroeconomic expectations, and consumer spending. CESifo Working Paper, No. 8292, Center for Economic Studies and IfoInstitute (CESifo), Munich.
Eisend, M. (2008). Explaining the impact of scarcity appeals in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37, 33-40
Frost, R.O., Meagher, B.M. and Riskind, J.H. (2001). Obsessive–compulsive features in pathological lottery and scratch-ticket gamblers. Journal of Gambling Studies, 17 (1), 5–19.
Gierl, H. and Huettl, V. (2010). Are scarce products always more attractive? The interaction of different types of scarcity signals with products’ suitability for conspicuous consumption, International Journal of Research in Marketing, 27 (3), 225–235.
Gupta, S. (2013). The psychological effects of perceived scarcity on consumers’ buying behavior. Dissertations, Theses, and Student Research from the College of Business. 4, 1-131.
Gültekin, B. and Özer, L. (2012). The influence of hedonic motives and browsing on impulse buying. Journal of Economics and Behavioral Studies, 4(3), 180-189.
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92-101.
Laato, S, Najmul Islam A.K.M., Farooq, A and Dhir, A. (2020). Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach. Journal of Retailing and Consumer Services, 57 (2020), 102224
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 (2021), 102226
Nichols, Bridget S. (2012). The development, validation, and implications of a measure of consumer competitive arousal (Ccar). Journal of Economic Psychology, 33, 192–205.
Shou, B., Xiong, H. and Shen, X. (2013). Consumer panic buying and quota policy under supply disruptions. Working Paper. City University of Hong Kong: Hong Kong
Singh, C. K. and Rakshit, P. (2020). A critical analysis to comprehend panic buying behavior of Mumbaikar’s in COVID-19 era. UGC Care Journal,40(69),44-51.
Spence, J.T. and Helmreich, R.L. (1983). “Achievement–Related Motives and Behavior,” ed. J.T. Spence, Achievement and Achievement Motives: Psychological and Sociological Approaches, San Francisco: Freeman, 7–74.
Snyder, C. R. (1992). Product scarcity by need for uniqueness interaction: A consumer catch-22 carousel? Basic & Applied Social Psychology, 13 (1), 9–24.
Snyder, C. R., and Fromkin, H. L. (1980). Uniqueness: The Human Pursuit of Difference. New York: Plenum.
Tan, S.F., and Chua, S.H. (2004). ‘While stocks last!’ Impact of framing on consumers’ perception of sales promotions. Journal of Consumer Marketing, 21, (5), 343–355.
Verhallen, T. M. M. and Robben, H. S. J. (1994). Scarcity and preference: An experiment on unavailability and product evaluation. Journal of Economic Psychology, 15, 315-331.
Worchel, S., Lee, J. and Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32 (5), 906.
Wu, W., Lu, H., Wu, Y. and Fu, C-S. (2012). The effects of product scarcity and consumers’ need for uniqueness on purchase intentions. International Journal of Consumer Studies, 36(3), 263-274.
Yetkin Özbük, R. M. (2020). COVID-19 pandemisinin ürün değerlendirmeleri üzerindeki etkileri. Business & Management Studies: An International Journal, 8(3), 3471-3494.
Zheng, R., Shou, B. and Yang, J. (2020). Supply disruption management under consumer panic buying and social learning effects. Omega, 27, 1-14.