희소성 메시지 유형에 따른 소비자 반응:광고 상품 검색 의도, 구매 의도를 중심으로

초록

Since consumers’ decision making behavior are made in information overloaded environment, consumers’ needs for more relevant and trustful information filtered are abundant these days. Recently introduced curation commerce, especially by online marketplaces, has grown rapidly. The curation commerce needs to attract consumers’ immediate responses, therefore it often employs scarcity message. The study focusing this situation tries to investigate the effectiveness of scarcity message in the context of curation commerce. Purchase intention and recommendation intention are included as the effectiveness index and product types and selfᐨcontrol were examined their moderating roles. The results show that the interaction effects among these variables were significant in some combinations, thus the effectiveness of scarcity messages would be moderated with the product types and the selfᐨcontrol.

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