Effect of Scarcity and Popularity Cues on Consumer’s Choice

• Main Authors: HUNG, HSING-I, 洪幸誼
• Other Authors: Fang, Wen-Chang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/e9k58u

碩士 === 國立臺北大學 === 企業管理學系 === 106 === The scarcity appeal in the promotion has been one of the most important marketing stimulus. Based on the existing research, we try to explain the impact of the scarcity appeal types (namely the time limit and quantitative restrictions)on consumer impulse buying. This study attempts to explain the impact of the two major scarcity types, “time-limited” and “limitation” on the impulse buying intention of consumers based on existing studies, and introduces the message framing “popularity cues” to explore its impact. The experimental design is mainly conducted using the scenario hypothesis method, which allows participants to imagine themselves in a virtual purchasing scenario. The major findings are： 1.With the time limit, the quantity-limited promotions make consumers have higher impulsive buying intentions; 2.Tthe impact of the scarcity of information frames of popular cues on impulse buying intention; 3.When the promotion is a loss, the quantity is scarce than the popularity. Consumers who are led by clues are more willing to buy. Finally, based on the research findings, the future theoretical research possibilities and marketing practice enlightenment are given.