Özet:

Consumers who could not visit shopping malls during the pandemic process, demanding online shopping sites caused the competition between brands to move to online channels. Marketing managers who want to stand out in this competitive environment often use the scarcity marketing method to force consumers to start purchasing as soon as possible, with messages such as a last product or a special discount only for today. The aim of this study is to examine the relationship between scarcity messages and impulsive buying and shopping enjoyment variables in order to reveal whether the scarcity marketing tactics applied to the Z generation, who will constitute a significant part of the consumers in the near future, are really successful. Data from 405 participants were analyzed in the SPSS 25 program, and the test results revealed that female participants, 66.9% of generation Z representing 94.8% of the participants, were more affected by scarcity messages and enjoyed shopping more than male participants. Correlation analysis results show that there is a positive and significant relationship between scarcity marketing, shopping enjoyment and impulsive buying variables. The findings of the study show that marketing managers can get more efficient results if they apply the scarcity messages they use on online shopping sites to products for women compared to products for men.

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