The effects of hedonic and utility comsumption tendencies and the perceived scarcity by consumers on impulsive buying behavior

Today, consumers are not buy only to rational benefits, but also to obtain emotional benefits, and thus apart from utilitarian consumption, they shopping hedonic consumption for purposes such as pleasure, happiness, and emotional satisfaction. Consumers try to be unique and different from others. Marketing companies often create a perception of scarcity for customers to make an urgent purchase. The main purpose of this study is to investigate the main reasons (hedonic, utilitarian, perception of scarcity) for impulse buying behavior of the consumers. The second purpose of this study this study aims to contribute the literature. In the first part of the study, the concept of consumption, consumption behavior and factors affecting consumer behavior are emphasized. In the second part, definitions of hedonic and utilitarian consumption, perceived scarcity and impulse buying behavior and researchs are mentioned. In the last part, a research model was developed in relation with the research objectives and the literature review. In order to test the developed model, online and face-to-face questionnaire was applied to 441 consumers with the snowball sampling method among the consumers Marmara Region between 2021-2022. Of these questionnaires, 403 questionnaires were evaluated. At the conclusion of the research, it was found that hedonic consumption tendency and perception of scarcity have positive effect on both dimensions of impulse buying behavior affective and sudden decision.