PAZARLAMA ALANYAZININDA PANİK SATIN ALMA DAVRANIŞI

Yıl 2023, Cilt: 10 Sayı: 4, 474 - 486, 18.10.2023

Aslı Diyadin Lenger

Öz

Bu çalışmada panik satın alma davranışının pazarlama literatüründe nasıl yer bulduğunu anlamak amacıyla bir literatür taraması yapılmış ve bu kavram çeşitli yönleriyle ayrınıtlı biçimde tartışılmıştır. Literatür taramasının kapsamı, Sosyal Bilimler alanında yazılmış ve “Social Science Citation Index” ve “Emerging Science Citation Index” dizinlerinde taranan toplam Elli Dokuz makalenin konuyla doğrudan ilgisi bulunan Otuz Üç tanesi incelenmiştir. Çalışmanın sonucunda elde edilen bulgulara göre, panik satın alma davranışını benzer etmenler tetiklemektedir. Bu etmenler, sosyal medya, tüketicilerin kıtlık algısı, tutum ve normlar, risk algısı, zaman baskısı ve kaygı olarak sıralanabilir. Bunlar arasında en fazla ön plana çıkanlar sosyal medya ve kıtlık algısı olarak bulunmuştur.

Anahtar Kelimeler

anik Satın Alma, Tüketici Davranışları, Teknoloji Giriş

Kaynakça

• ABDELLATEF, S. Did Covid-19 Affect Consumers Behavior? Evidence From Turkey And Egypt For Online Shopping And Hoarding. Covid-19 Sonrası İslam Ekonomisi, 27.
• ALİ, M., Gomes, L. M., Azab, N., de Moraes Souza, J. G., Sorour, M. K., ve Kimura, H. (2023). Panic buying and fake news in urban vs. rural England: A case study of twitter during COVID-19. Technological Forecasting and Social Change, 193, 122598.
• ALJANABI, A. R. A. (2023). The Impact of Economic Policy Uncertainty, News Framing And Information Overload on Panic Buying Behavior in The Time of COVID-19: A Conceptual Exploration. International Journal of Emerging Markets, 18(7), 1614-1631.
• AMARAL, N. B., Chang, B., ve Burns, R. (2022). Understanding consumer stockpiling: Insights provided during the COVID‐19 pandemic. Journal of Consumer Affairs, 56(1), 211-236.
• ARAFAT, S. Y., Yuen, K. F., Menon, V., Shoib, S., ve Ahmad, A. R. (2020). Panic buying in Bangladesh: an exploration of media reports. Frontiers in Psychiatry, 11.
• ARAFAT, S., Y. and Kumar Kar, S. (2021), Prevention of Panic Buying During Public Health Emergency, Asia Pacific Journal of Public Health, https://doi.org/10.1177/10105395211014699, 1-2.
• ARDYAN, E., Kurniawan, D., Istiatin, I., ve Luhgiatno, L. (2021). Does Customers’ Attitude Toward Negative E-WoM Affect Their Panic Buying Activity İn Purchasing Products? Customers Satisfaction During COVID-19 Pandemic in Indonesia. Cogent Business ve Management, 8(1), 1952827.
• ARLI, D., ve Tjiptono, F. (2022). Selfishness and consumer ethics: Does (non) religiosity matter?. Journal of Philanthropy and Marketing, 27(4), e1751.
• BACON, A. M., ve Corr, P. J. (2020). Coronavirus (COVID‐19) in the United Kingdom: A personality‐based perspective on concerns and intention to self‐isolate. British Journal of Health Psychology, 25(4), 839-848.
• BEN HASSEN, T., El Bilali, H., ve Allahyari, M. S. (2023). Food shopping during the COVID-19 pandemic: An exploratory study in four Near Eastern countries. Journal of Islamic Marketing, 14(8), 2084-2108.
• BERMES, A. (2021). Information Overload and Fake News Sharing: A Transactional Stress Perspective Exploring The Mitigating Role Of Consumers’ Resilience During COVID-19. Journal of Retailing and Consumer Services, 61, 102555.
• BILLORE, S., ve Anisimova, T. (2021). Panic Buying Research: A Systematic Literature Review and Future Research Agenda. International Journal of Consumer Studies, 45(4), 777-804.
• CHEN, T., Jin, Y., Yang, J., ve Cong, G. (2022). Identifying Emergence Process Of Group Panic Buying Behavior Under the COVID-19 Pandemic. Journal of Retailing and Consumer Services, 67, 102970.
• CRUZ-CÁRDENAS, J., Zabelina, E., Guadalupe-Lanas, J., Palacio-Fierro, A., ve Ramos-Galarza, C. (2021). COVID-19, Consumer Behavior, Technology, and Society: A Literature Review and Bibliometric Analysis. Technological forecasting and social change, 173, 121179.
• HALAN, D. (2021). E-tailers Adaptation During Early Stages of “Social Distancing Causing Crises”: An Exploratory Study. International Journal of Retail ve Distribution Management, 49(11), 1554-1570.
• HERJANTO, H., Amin, M., ve Purington, E. F. (2021). Panic buying: The effect of Thinking Style and Situational Ambiguity. Journal of Retailing and Consumer Services, 60, 102455.
• HITA, M. L. R., Grégoire, Y., Lussier, B., Boissonneault, S., Vandenberghe, C., ve Sénécal, S. (2023). An Extended Health Belief Model for COVID-19: Understanding The Media-Based Processes Leading To Social Distancing and Panic Buying. Journal of the Academy of Marketing Science, 51(1), 132-152.
• IM, H., Kim, N. L., ve Lee, H. K. (2022). Why Did (some) Consumers Buy Toilet Papers? A Cross‐Cultural Examination of Panic Buying As A Maladaptive Coping Response to COVID‐19. Journal of Consumer Affairs, 56(1), 391-413.
• ISLAM, T., Pitafi, A. H., Arya, V., Wang, Y., Akhtar, N., Mubarik, S., ve Xiaobei, L. (2021). Panic buying in the COVID-19 pandemic: A multi-country examination. Journal of Retailing and Consumer Services, 59, 102357.
• KAUR, A., ve Malik, G. (2020). Understanding The Psychology Behind Panic Buying: A Grounded Theory Approach. Global Business Review, 0972150920973504.
• KOTLER, P., ve Armstrong, G. (2020). Principle of Marketing 18th Ed. Pearson.
• LAATO, S., Islam, A. N., Farooq, A., ve Dhir, A. (2020). Unusual Purchasing Behavior During The Early Stages of the COVID-19 pandemic: The Stimulus-Organism-Response Approach. Journal of Retailing and Consumer Services, 57, 102224.
• LAVURI, R., Jaiswal, D., ve Thaichon, P. (2023). Extrinsic and İntrinsic Motives: Panic Buying and Impulsive Buying During A Pandemic. International Journal of Retail ve Distribution Management, 51(2), 190-204.
• LINDENMEIER, J., Hodges, H. M., ve Saliterer, I. (2021). Drivers of Consumers’ Panic Purchase Behaviour in the COVID-19 Crisis: Validation of an Affective and Cognitive Channel Model. Journal of Marketing Management, 37(17-18), 1712-1735.
• MESSNER, W., ve Payson, S. E. (2022). Effects of National Culture On The Extent Of Panic Buying During the COVID-19 Outbreak. Journal of International Consumer Marketing, 34(3), 235-254.
• MICALIZZI, L., Zambrotta, N. S., ve Bernstein, M. H. (2021). Stockpiling in the Time of COVID‐19. British Journal of Health Psychology, 26(2), 535-543.
• NAEEM, M. (2021). Do Social Media Platforms Develop Consumer Panic Buying During The Fear of Covid-19 Pandemic. Journal of Retailing and Consumer Services, 58, 102226.
• NAEEM, M. (2021a). Understanding the customer psychology of impulse buying during COVID-19 pandemic: implications for retailers. International Journal of Retail ve Distribution Management, 49(3), 377-393.
• NAEEM, M. (2021b). The role of social media to generate social proof as engaged society for stockpiling behaviour of customers during Covid-19 pandemic. Qualitative Market Research: An International Journal, 24(3), 281-301.
• NAEEM, M., ve Ozuem, W. (2021). Customers’ Social Interactions and Panic Buying Behavior: Insights From Social Media Practices. Journal of Consumer Behaviour, 20(5), 1191-1203.
• NGUYEN, N., Nguyen, C., Khuu, P., ve Nguyen, K. (2022). Panic purchasing: Food hoarding in a city under lockdown during the COVID-19 pandemic. Gadjah Mada International Journal of Business, 24(3), 310-323.
• Nielsen, (2020), NielsenIQ investigation: ‘Pandemic pantries’ pressure supply chain amid COVID-19 fears, https://nielseniq.com/global/en/insights/analysis/2020/nielseniq-investigation-pandemic-pantries-pressure-supply-chain-amid-covid-19-fears/, Accessed: 08.06.2021.
• OMAR, N. A., Nazri, M. A., Ali, M. H., ve Alam, S. S. (2021). The panic buying behavior of consumers during the COVID-19 pandemic: Examining the influences of uncertainty, perceptions of severity, perceptions of scarcity, and anxiety. Journal of Retailing and Consumer Services, 62, 102600.
• PARVEEN, H., Ajina, A. S., Habbas, N. S., Al-Faryan, M. A. S., ve Khaled, A. S. (2022). Buy now or regret later: social media-induced panic buying of medical supplies during COVID-19. Marketing, 18(3), 197-206.
• PATIRO, S. P. S., Budiyanti, H., ve Hendarto, K. A. H. (2022). Panic-Buying Behavior During the Covid-19 Pandemic in Indonesia: A Social Cognitive Theoretical Model. Gadjah Mada International Journal of Business, 24(1), 25-55.
• PHANG, I. G., KPD Balakrishnan, B., ve Ting, H. (2021). Does Sustainable Consumption Matter? Consumer Grocery Shopping Behaviour and the Pandemic. Journal of Social Marketing, 11(4), 507-522.
• PRENTICE, C., Chen, J., ve Stantic, B. (2020). Timed Intervention in COVID-19 and Panic Buying. Journal of Retailing and Consumer Services, 57, 102203.
• PRENTICE, C., Nguyen, M., Nandy, P., Winardi, M. A., Chen, Y., Le Monkhouse, L., Dominique-Ferreira, S., ve Stantic, B. (2021). Relevant, or Irrelevant, External Factors in Panic Buying. Journal of Retailing and Consumer Services, 61, 102587.
• PRENTICE, C., Quach, S., ve Thaichon, P. (2022). Antecedents and consequences of Panic Buying: The case of COVID‐19. International Journal of Consumer Studies, 46(1), 132-146.
• ROSS, G. M. (2023). Now That Everyone Else Has Panicked, Well… I Have To Panic: Regulatory Focus Predicts Panic Buying During COVID-19. Journal of Consumer Marketing, 40(4), 521-534.
• SCARPI, D., Pantano, E., ve Marikyan, D. (2023). Consumers’(ir) Responsible Shopping During Emergencies: Drivers And Concerns. International Journal of Retail ve Distribution Management, 51(6), 791-806.
• SHAN, H., ve Pi, W. (2023). Mitigating Panic Buying Behavior in The Epidemic: An Evolutionary Game Perspective. Journal of Retailing and Consumer Services, 73, 103364.
• SHERMAN, C. E., Arthur, D., ve Thomas, J. (2021). Panic buying or preparedness? The effect of Information, Anxiety and Resilience on Stockpiling by Muslim Consumers During the COVID-19 pandemic. Journal of Islamic Marketing, 12(3), 479-497.
• SINGH, G., Aiyub, A. S., Greig, T., Naidu, S., Sewak, A., ve Sharma, S. (2021). Exploring panic buying behavior during the COVID-19 pandemic: a developing country perspective. International Journal of Emerging Markets.
• TAN, K. L., Sia, J. K. M., ve Tang, D. K. H. (2022). To Verify or Not to Verify: Using Partial Least Squares to Predict Effect of Online News on Panic Buying During Pandemic. Asia Pacific Journal of Marketing and Logistics, 34(4), 647-668.
• TANG, Y., and Wang, S. (2020). Mathematic Modeling of COVID-19 in the United States. Emerging microbes ve infections, 9(1), 827-829.
• TAYLOR, S. (2021). Understanding and managing pandemic-related panic buying. Journal of Anxiety Disorders, 102364.
• WAI MAN FUNG, O., ve Yuen Loke, A. (2010). Disaster Preparedness Of Families With Young Children in Hong Kong. Scandinavian journal of public health, 38(8), 880-888.
• YUEN, K. F., Tan, L. S., Wong, Y. D., ve Wang, X. (2022). Social Determinants Of Panic Buying Behaviour Amidst COVID-19 Pandemic: The role of Perceived Scarcity And Anticipated Regret. Journal of Retailing and Consumer Services, 66, 102948.
• ZHENG, R., Shou, B., ve Yang, J. (2021). Supply Disruption Management Under Consumer Panic Buying And Social Learning Effects. Omega, 101, 102238.
• ZUOKAS, D., Gul, E., ve Lim, A. (2022). How did COVID-19 Change What People Buy: Evidence From A Supermarket Chain. Journal of Retailing and Consumer Services, 68, 103010.