(Experimental Research of Consumers Impulse Buying Behaviour at The Time and Product Quantity Scarcity Condition by the Psychological Reactance Theory)

Abstract

Purpose – Contemporary consumers can experience impulse buying by effects of the selling promotions at retailing environments. The purpose of the study is to determine the impulse buying behaviour which is experienced by quantity and time scarcity conditions as psychological reactance to the conditions. The effects of personal properties, purchasing environment and consumer attitudes on impulse buying and the consumers’ differences are the other subjects. Design/methodology/approach – This study is done as the 2x2x2 factorial design experimental research which is applied at the retailing environment by the consumers. Factorial Anova and Path Analysis are applied. The experiment and research model variables effects and the experimental group differences are analyzed. The face to face survey and convenience sampling methods are applied with 960 consumers. Findings – The effects of the experimental and model variables are found. The differences are revealed between the effects that are evaluated by the experimental group designs. The results of the study show that consumers exhibit impulse buying behaviour as a psychological reaction by non scarce - free goods rather than scarcity conditions. Impulse buying as psychological reaction can be applied, If the scarcity conditions exist at the market. Discussion – The consumers impulse buying can be determined as the psychological reactance. If they don’t experience scarcity, the reactance impact will be more effective. These effects and differences occur comparable according to brand. Brand image and scarcity conditions will be important for impulse buying If the behaviour has psychological reaction speciality. This is one of the serious issue of the findings.