희소성 메시지의 유형과 수준이 구매의도에 미치는 영향: 시간적 거리의 조절효과를 중심으로

초록

Scarcity message is a powerful promotion tool frequently used by marketers to create consumers'interest. Prior researches have explored consumers' purchase intentions for two types of scarcity messages(limited-quantity and limited-time). They have found that limited-quantity messages have a greater impact on purchase intention than limited-time messages, because limited quantity messages create a greater sense of competition with other buyers. However, the existing studies have not sufficiently examined whether the effect of scarcity message on purchase intentions can be influenced by scarcity level and temporal distance. This study investigates the impact of three critical factors on purchase intentions: scarcity message type, scarcity level, and temporal distance. Study 1 is conducted to investigate scarcity effects in the new product launching situation. Using a 2 x 2 x 2 between subject factorial design, we find interaction effects among these factors. For the limited-time messages, purchase intention is higher when level of scarcity is high than level of scarcity is low. On the other hand, participants exposed to the limited-quantity messages are found to have higher purchase intention when scarcity level is low. It is also found that a three-way interaction among temporal distance, scarcity message type,and scarcity level is significant. For the distant-future framed messages, neither scarcity message type nor scarcity level has a significant effect on purchase intentions. However, for the near future framed messages, the influence of scarcity message type on consumers' purchase intention is significantly different depending on the scarcity level. Lastly, perceived uniqueness is found to mediate the effect of interaction(scarcity message type x scarcity level) index on purchase intentions. Study 2 investigates the scarcity effect in the price discount setting. The results of study 1 and 2 reveal similar findings. However, unlike study 1(mediation effect of perceived uniqueness),value perception is found to mediate the effect of interaction(scarcity message type x scarcity level) index on purchase intentions. This finding demonstrates that although three main variables have same effects on consumers' purchase intentions both in new product launching and inprice discount settings, the effect is formed by different perception processes. Based on the results, this study suggests several theoretical and practical implications. This study provides more practical implication by incorporating boundary conditions of scarcity level and temporal distance in explaining the effect of scarcity messages on consumers’ purchase intentions. When designing scarcity appeals, it is advised that scarcity message is presented in distant-future format than near-future format. If the scarcity message is presented in near future frame, marketing managers should consider the interaction effect of scarcity message type and scarcity level. Thus, it is better to set scarcity level higher for limited-time messages whereas it is recommend to set scarcity level lower for limited-quantity messages. Besides, it is necessary to consider temporal distance if a company wants to use scarcity appeals based on limited-quantity messages and high scarcity level. In this case, it is more effective to suggest scarcity appeals in distant-future format than near-future format. Lastly, understanding the underlying process mechanism of scarcity effect on purchase intentions in two different settings should provide meaningful insights to the marketers.

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