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.

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 değişkenlerin büyük bir çoğunluğu üzerinde farklılaştığı gözlemlenmiştir.

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