The effect of perceived scarcity on strengthening the attitude?behavior relation for sustainable luxury products
The effect of perceived scarcity on strengthening the attitude?behavior relation for sustainable luxury products
复制标题
感知稀缺性对加强可持续奢侈品态度、行为关系的影响
DOI：
10.1108/jpbm-09-2020-3091
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发表时间：
2022
影响因子：
5.6
通讯作者：
Spence Charles
中科院分区：
文献类型：
--
作者：
Park Jaewoo;Eom Hyo Jin;Spence Charles
目的本研究旨在探讨感知产品稀缺性是否以及如何加强可持续奢侈品中的态度-行为关系。设计/方法/方法进行了三项在线研究，以探讨在可持续奢侈品中感知产品稀缺性对态度-支付意愿（WTP）关系的调节作用。一项初步研究 (n= 208) 检验了人们对可持续奢侈品（即包）的态度与愿意支付的差距是否存在。研究 1 (n= 171) 研究了有限数量信息引起的感知稀缺性对消费者态度与可持续奢侈品（即一双鞋）的支付意愿之间关系的调节作用。研究 2 (n= 558) 使用不同的产品类别（即钱包）重复了这些发现，同时控制人口变量，并检验了消费者特征对稀缺效应的调节作用。研究结果消费者对可持续奢侈品的感知稀缺性正调节了产品态度与其产品的 WTP 之间的关系。无论消费者的社会责任消费倾向如何以及对产品创新的偏好如何，感知稀缺性的调节作用对消费者来说都很重要。同时，稀缺效应受到消费者对可持续产品品牌态度的影响。实际意义本研究为营销人员提供了经验证据，对如何立即促进消费者对可持续奢侈品的接受具有明确的管理意义。原创性/价值本研究首次探讨了稀缺策略在加强可持续奢侈品态度与行为关系方面的作用。
PurposeThis study aims to examine whether, and how, perceived product scarcity strengthens the attitude–behavior relation in the case of sustainable luxury products.Design/methodology/approachThree online studies were conducted to examine the moderating role of perceived product scarcity on the attitude–willingness to pay (WTP) relationship in the case of sustainable luxury products. A preliminary study (n= 208) examined the existence of an attitude–WTP gap toward a sustainable luxury product (i.e. a bag). Study 1 (n= 171) investigated the moderating effect of perceived scarcity induced by a limited quantity message on the relationship between consumer attitude and the WTP for a sustainable luxury product (i.e. a pair of shoes). Study 2 (n= 558) replicated these findings using a different product category (i.e. a wallet) while controlling for demographic variables and examined the moderating role of consumer characteristics on the scarcity effect.FindingsConsumers’ perceived scarcity for sustainable luxury products positively moderated the relationship between product attitudes and their WTP for the products. The moderating effect of perceived scarcity was significant for consumers regardless of their tendency toward socially responsible consumption and their preference for product innovativeness. Meanwhile, the scarcity effect was influenced by the consumers’ attitude toward the brand of sustainable products.Practical implicationsThis research provides empirical evidence for marketers with clear managerial implications concerning how to immediately promote consumers’ acceptance of sustainable luxury products.Originality/valueThis study is the first to examine the role of scarcity strategy on strengthening the attitude–behavior relation for sustainable luxury products.