The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis

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dc.authoridCengiz, Hakan/0000-0002-2732-2873
dc.authoridSENEL, Mehmet/0000-0002-6507-8461
dc.contributor.authorCengiz, Hakan
dc.contributor.authorSenel, Mehmet
dc.date.accessioned2024-09-29T16:03:24Z
dc.date.available2024-09-29T16:03:24Z
dc.date.issued2024
dc.departmentKarabük Üniversitesien_US
dc.description.abstractPurposeThis study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity and non-scarcity conditions. Additionally, this study examines whether these relationships vary depending on the type of scarcity messages: limited-quantity scarcity (LQS) and limited-time scarcity (LTS).Design/methodology/approachWe used written scenarios, and each participant was assigned to one of the experimental or control groups for LQS and LTS conditions. Using a structural modeling approach, we tested the conceptual model and analyzed the data through SmartPLS version 4. We conducted mediating and multigroup (MGA) analysis.FindingsWe found that perceived scarcity directly increases IBT and that FOMO partially mediates this relationship across all samples. The MGA findings also revealed that hypothesized relationships were not significantly different across LQS and LTS groups, suggesting that the effect of scarcity messages may be context specific.Originality/valuePrevious studies have yielded mixed results on the effects of different scarcity messages on consumer behavior. This study contributes to the literature by providing evidence of the direct relationship between perceived scarcity, FOMO and impulse buying in the fast fashion context. The study supports the idea that the effect of different types of scarcity messages is context specific, suggesting that the relationship between scarcity perceptions and consumer behavior may vary depending on the product category and cultural context.en_US
dc.identifier.doi10.1108/JFMM-03-2023-0082
dc.identifier.endpage425en_US
dc.identifier.issn1361-2026
dc.identifier.issn1758-7433
dc.identifier.issue3en_US
dc.identifier.scopus2-s2.0-85168591441en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage405en_US
dc.identifier.urihttps://doi.org/10.1108/JFMM-03-2023-0082
dc.identifier.urihttps://hdl.handle.net/20.500.14619/6072
dc.identifier.volume28en_US
dc.identifier.wosWOS:001052212200001en_US
dc.identifier.wosqualityQ2en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofJournal of Fashion Marketing and Managementen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectPerceived scarcityen_US
dc.subjectFear of missing outen_US
dc.subjectImpulse-buying tendenciesen_US
dc.subjectFast fashionen_US
dc.subjectProduct scarcityen_US
dc.titleThe effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysisen_US
dc.typeArticleen_US

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