THE ROLE OF PSYCHOLOGICAL EFFECTS OF PERCEIVED SCARCITY ON CONSUMERS’ BUYING BEHAVIOR

Today, facilitating access to products and services makes competition conditions difficult, which in turn leads businesses to develop new strategies to influence consumer choice. One of these strategies is perceived scarcity. Perceived scarcity, one of the new concepts in consumer behavior studies, increases the perceived value of the product and affects the consumer's preferences. The purpose of this study is the psychological effect created by the consumer on the perception that the product is scarce and created by the business. In other words, it is to learn the reaction that the consumer will give to the perceived scarcity of the enterprise in the direction of strategic goals. For this purpose, the survey technique was applied as the data collection method in the research conducted and the application was realized in the fast fashion sector. In the analysis of the obtained data, frequencies, mean, standard deviation, reliability analysis, confirmatory factor analysis and structural equation modeling (path) analyzes were used. As a result of the analyzes; it can be said that the consumer consciously can distinguish between the perceived scarcity messages generated by the business and the situations in which the supply of the product is not restricted, and this behavior is affected by the buying behavior