SCARCITY MESSAGES A Consumer Competition Perspective
SCARCITY MESSAGES A Consumer Competition Perspective
复制标题
DOI：
10.2753/joa0091-3367400302
复制
发表时间：
2011-09-01
影响因子：
5.7
通讯作者：
Huh, Jong Ho
中科院分区：
文献类型：
--
作者：
Aggarwal, Praveen;Jun, Sung Youl;Huh, Jong Ho
本研究探讨两种类型的稀缺信息（有限数量和有限时间）对消费者购买意愿的相对影响。品牌概念（功能性或象征性）对这种关系的调节作用也进行了研究。根据两项研究的结果，作者得出结论，有限数量的消息比有限时间的消息更有效地影响消费者的购买意愿。这种差异化的影响在象征性品牌中得到进一步加强。消费者竞争被发现调解稀缺性信息对购买意愿的影响。
This study examines the relative effect of two types of scarcity messages (limited-quantity and limited-time) on consumers' purchase intentions. The moderating influence of brand concept (functional or symbolic) on this relationship is also examined. Drawing on the results of two studies, the authors conclude that the limited-quantity messages are more effective than limited-time messages in influencing consumers' purchase intentions. This differential impact is further enhanced for symbolic brands. Consumer competition is found to mediate the effect of scarcity messages on purchase intentions.