Investigating the effect of Scarcity Messages on Impulsive Buying Motivation and Impulsive Buying Behavior of Tourists when Booking Online (Moderating Role of Travel Experience)

The purpose of study is to investigate the effect of scarcity messages on impulsive buying motivation and tourists' impulsive buying behavior when booking online with the moderating role of travel experience. Data collection tools were a questionnaire and the statistical population of the study were tourists who had no experience in booking tourism products online.384, samples were selected. Structural equation modeling was used to test the hypotheses and WARP PLS software.The results showed that time-limited scarcity messages on impulsive buying motivation, impulsive buying motivation on impulsive buying behavior, high demand based scarcity messages on impulsive buying motivation and also low supply-based scarcity messages on impulsive buying motivation had a positive and significant effect. But travel experience has no moderating role in the relationship between time-limited scarcity messages and impulsive buying motivation, and this hypothesis has been rejected. Finally, according to the research results, research and executive suggestions are presented.