The effect of perceived scarcity of staple goods on stockpiling behaviour and impulse purchase intention and the mediating role of social media

Abstract

The research’s goal in this setting is to uncover the effects of consumers’ perceived scarcity of staple goods on impulse buy intention and stockpiling behaviour, as well as to determine the function of social media posts in mediating these effects. 594 consumers who had recently purchased staple goods from grocery stores participated in the survey. As a result of the structural equation model analysis, it was determined that perceived scarcity of staple goods has a positive effect on impulse purchase intention, stockpiling behaviour and social media. Finally, it was also determined that social media sharing has a mediating role on the effect of perceived scarcity of staple goods on impulse purchase intention and stockpiling behaviour. The findings obtained provide important theoretical and practical contributions.