The effect of FoMO and scarcity messages on purchase intetion: A research on discounted products

With the increase in the use of online platforms, the frequency of online shopping has also increased. Scarcity messages used in online shopping sites are frequently applied to induce consumers to purchase by creating a sense of panic or urgency. With the discounts and scarcity messages offered, FoMO is tried to be triggered by creating the perception in the consumer that the offer is an opportunity not to be missed. Although FoMO is a concept that has been discussed in the marketing literature in recent years, it is frequently used by companies as a marketing strategy. Since FoMO is a new concept within the scope of marketing, studies on it are also limited in the academic literature. In this study, the effects of quantity and time-based scarcity messages and FoMO on consumer purchase intention are discussed. In the research, two separate questionnaires were created for scarcity messages based on quantity and time. In this direction, data were collected from 318 people, both Turkish and foreigner, by online survey method. The main question of the research is whether the discount opportunities presented with scarcity messages on online shopping sites affect the fear of missing out and purchase intention. In the study, the relationship between product involvement and product evaluation with other variables is discussed.