Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version

Abstract

Purpose – Different from general goods, games are intangible. Games of limited-amount version are much more expensive. However, the value of games cannot be actually validated, while buyers purchase the intangible goods. This study, therefore, aims to empirically clarify the impact of product scarcity and uniqueness in buyers' purchase of games of limited-amount version. Design/methodology/approach – Based on literature review, the survey method was conducted. Data of 204 respondents who recently bought games of limited-amount version were gathered and analyzed with partial least square. Findings – The results showed that perceived quality and perceived uniqueness, significantly increased by product scarcity, was shown of significant positive impact on perceived value which significantly enhanced purchase intention. Research limitations/implications – The results indicated the importance of high quality and the reflection of uniqueness in buyers' purchase of games of limited-amount version. The results also validated the effect of scarcity on intangible goods. Practically, the results facilitated strategic operation and marketing of game producers and suppliers in designing and marketing game software. The results also facilitated further theoretical development of goods scarcity. Originality/value – Nowadays, product scarcity has been an important operation and marketing strategy to enterprises. Games are an industry of growing importance. However, the impact of scarcity in buyers' purchase of games of limited-amount version was still limited. The results validated the importance of scarcity and perceived uniqueness in intangible game goods purchase behavior. The validation of this study can provide references for strategic operation and marketing of the game industry.

Exploring Consuming Psychologies and Behaviors in Chinese Yi Ethnic Embroideries Product

“…The research model of this study is based on TPB and similar theories. Previous researchers found that perceived value has positive effect on purchase intention , and some researchers got strongly effects (Doina et al, 2008;Chen et al, 2014;); Kisang et al (2008), Paurav Shukla (2011) and Young et al (2012) have found that brand image has positive effect on purchase intention. Based on previous researches, this study has made the following hypotheses.…”

Utilitarian Values and Hedonic Values of Women Coffee Lovers

“…The perceived functional attributes can improve consumer image and decide to make a purchase (Aertsens et al, 2011). Product packaging can provide a perceived functional and experiential benefit to the product (Chen & Sun, 2014). Consumer preferences are strongly influenced by packaging (Mueller Loose & Szolnoki, 2012), such as size, color, shape, typography, and brand names (Lee & Liao, 2009;Sorenson & Bogue, 2006;Wang, 2013).…”

“…Repurchase intention has been widely studied by previous researchers including (Ali, 2019;Firmansyah & Ali, 2019;Larasetiati & Ali, 2019;Lin et al, 2011;Pramatatya et al, 2004;Wang & Yu, 2016). Research by (Tasurru & Salehudin, 2014) repurchase intention is influenced by various factors, such as product attributes (Aertsens et al, 2011;Chen & Sun, 2014;Jianying et al, 2014;Lee & Liao, 2009;Mueller Loose & Szolnoki, 2012), utilitarian values (Gan & Wang, 2017;Josephmathews et al, 2009;Park, 2004;Vijaranakorn & Shannon, 2017;Wang & Yu, 2016) and hedonic values (Kazakevičiūtė & Banytė, 2013;Mueller Loose & Szolnoki, 2012;Vijaranakorn & Shannon, 2017;Wang & Yu, 2016).…”

“…Besides the place, the varied taste of coffee, latte art, design and packaging give an attractive impression for women in enjoying coffee. An important factor for shaping consumer behavior is perceived value (Chen & Sun, 2014;Gupta et al, 2011).…”

How Product Arrangement and Quantity Influence Consumer's Intention: The Role of Disliking Disorderliness and Scarcity Effects

“…The scarcity favored by consumers is demand-related scarcity rather than the scarcity caused by supply-related scarcity (Aguire-Rodriguez 2013;Herpen et al, 2005). Other studies indicate that scarcity increases the perception of value (Brock 1968, Jang et al, 2013, Chen and Sun 2014Worchel et al, 1975), increases consumer preferences (Aguirre-Rodriguez 2013), and improves purchaseintentions (Aggarwal et al,2011;Jung and Kellaris 2004).…”