Abstract
The aim of this study is to reveal the relationship between scarcity marketing and impulsive buying behavior, which is being used by marketing managers to encourage consumers for purchasing activities without giving them the opportunity to think too much, with the messages such as a last product or a special discount only for today, in an environment of increasing competition among brands on online shopping sites with the impact of COVID19, and to reveal the mediating role of shopping enjoyment. Data from 250 participants were analyzed with the SPSS 25 program and revealed that female participants were more affected by scarcity messages and more prone to impulsive buying, due to their tendency to enjoy shopping more than male participants. Therefore, this study confirms the full mediation effect of the shopping enjoyment variable. These findings of the study show that marketing managers can get more efficient results if they apply the scarcity messages they use on online shopping sites to products for women compared to products for men.
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