Conceptual Model Regarding the Impact of Scarcity on Concert Tickets that Makes Panic Buying Behavior in Indonesia Citizens after Covid-19 Pandemic

Abstract

This article explains the relationship between scarcity and panic buying mediated by affective response. Literature review made by several international journals with high reputations including research from Omar et al. (2021) and Li et al. (2021). This article identifies the variables used to construct a model of consumer behavior towards panic buying. The proposition of this paper conceptualized scarcity positively related to panic buying. The expected finding is a positive relationship between scarcity and affective response to panic buying. This study also explains the dimensions of uncertainty, anxiety, and social influence affect scarcity. This study provides an alternative conceptual model in the field of behavioral science. Researchers hope this research can help concert promoters to design suitable marketing strategies to influence potential consumers. This paper is also expected to contribute theoretically, practically, and possibly can be used for future studies.

Keywords: Scarcity; Affective Response; Panic Buying