Decoding Impulse Buying in Quick Commerce: Scarcity Cues, FOMO, and Persuasion Knowledge
V. S. Keerthana *
Department of Commerce, Christ College (Autonomous), Irinjalakuda, University of Calicut, Malappuram, India.
J. Aravind
Department of Commerce, NSS College, Manjeri, University of Calicut, Malappuram, India.
*Author to whom correspondence should be addressed.
Abstract
Background and Aim: Scarcity technique is one among the most widely used persuasion tactic in Quick commerce platforms, yet research hasn’t studied the underlying psychological mechanism behind it. The present study aims to identify the effect of perceived scarcity on impulse buying among Indian Quick Commerce users with fear of missing out as a mediator and persuasion knowledge as a moderator.
Methodology: The study adopted quantitative, cross-sectional research design and utilised Stimulus Organism Response Framework as theoretical foundation for research. Data was collected from 320 active users of Q-commerce platforms like Blinkit, Instamart, Zepto with purposive sampling technique as sampling method. PLS-SEM is used to analyse the data and Smart PLS is the software adopted for analysis.
Findings: Three major findings were emerged from the study. Firstly, the results confirm the association between scarcity cue and impulsive purchase. Secondly, the partial mediation of FOMO is supported, indicating that scarcity appeals can enhance consumer’s fear of missing out which in turn lead to impulsive buying. Contradictory to existing result, persuasion knowledge doesn’t significantly moderate scarcity-impulse buying relationship. Here persuasion awareness is not a resistive mechanism when there is time sensitive promotional techniques and emotion driven decision making.
Implications: Findings from the study reveal positive association between scarcity cue and impulsive purchase in Indian quick commerce platform and thereby suggesting the marketers to consider these cues as a promotional mechanism to catch user attention and unplanned purchases. Nevertheless, platform operators should carefully use these scarcity tactics as these can exploit human vulnerabilities.
Originality/Value: Despite the rich literature in scarcity and impulse buying, no study has focused on quick commerce platform which have high research relevance. By incorporating FOMO as a mediator and Persuasion knowledge as a moderator, the study offers a novel unified framework that enriches scarcity theory, FOMO theory, persuasion knowledge model and quick commerce literature.
Keywords: Quick commerce, impulsive buying, fear of missing out, scarcity cue, PLS-SEM, persuasion knowledge, SOR model