The Impact of Scarcity Messages on Impulse Buying: The Mediating Role of Product Involvement and The Moderating Role of Gender

This study examines the effects of scarcity messages on impulse buying behavior and the moderating role of product involvement and gender in this relationship. There are various theories in the literature on how scarcity messages affect consumer behavior, and this study presents mediating and moderating effect models to recognize how consumers respond to scarcity messages. The study was conducted using a convenience sampling method using face-to-face and online surveys with data collected from 410 participants. After conducting reliability and validity tests of the scales for the collected data, the mediating role of product involvement was analyzed using PROCESS Model 4, and the moderating role of gender was analyzed using PROCESS Model 8. The results indicate that limited-time scarcity messages do not directly affect impulse buying behavior, but significantly increase this behavior through product involvement. In addition, it was observed that limited-quantity scarcity messages have a stronger effect, especially on male consumers. The findings of the study may help marketers use scarcity messages strategically and develop more effective marketing campaigns for their target audiences. Finally, it is suggested that further research should be conducted on how scarcity messages differ according to consumer segments and product types.