How to Launch a New Durable Good: A Signaling Rationale for Hunger Marketing

Feng, Hong; Fu, Qiang; Zhang, Lan

doi:10.1016/j.ijindorg.2020.102621

Cited by 5 publications

(4 citation statements)

References 23 publications

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“…The "hunger marketing" strategy comes from the "utility theory" in economic theory, through making consumers feel satisfied [10] in order to build a solid psychological foundation for marketing. Hunger marketing strategy, in the final analysis, is a kind of aggregation promotion, mainly manifested as the combination of artificially low price control and supply restriction [11]. In live commerce, businesses rely on the platform's flow base to create a tense atmosphere and artificial phenomenon of short supply, which runs through three stages: early warm-up, middle empathy and late feedback [12].…”

Section: Introductionmentioning

confidence: 99%

The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

Zhang

Wang

2022

Sustainability

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The sustainability of live commerce is closely dependent on the impulse buying behavior of consumers because of its live characters compared to the traditional e-commerce mode. Hunger marketing is a widely adopted mode in live commerce, however, the influencing factors on impulse buying behavior of consumers under the mode of hunger marketing in live commerce is currently lacking. Here, based on SOR theory, we carefully studied how external stimulus variables (anchor characteristics, online comments, logistics service quality, promotion incentive information, and promotional time limit) affected consumers’ impulse buying behavior under the inner mechanism reaction factors (perceived trust and perceived value). By collecting questionnaires from 533 Chinese online consumers, we processed these data using SPSS23.0 and analyzed them using the structural equation model (SEM) generated by AMOS 25.0. The results showed that extrinsic stimulus variables (except for the promotional time limit variable) have significant positive effects on impulse buying behavior through partial or total positive effects on intrinsic mechanisms. We analyzed the reasons for all these results in detail, and thought the reason that the promotional time limit did not have a significant impact on the perceived value might be due to the rapid increase in the frequency of live commerce. Moreover, we also put forward the suggestions on the basis of these influencing factors to improve the sustainable development of live commerce.

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Section: Introductionmentioning

confidence: 99%

The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

Zhang

Wang

2022

Sustainability

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“…The "hunger marketing" strategy comes from the "utility theory" in economic theory, that is, to make consumers feel satisfied [6] in order to build a solid psychological foundation for marketing [7]. Hunger marketing strategy is a kind of aggregation promotion, mainly manifested as the combination of artificially low-price control and supply restriction [8], which is why long queues are always seen outside the Sexy Tea shop. In addition to Changsha, the first Sexy Tea shop opened in another city was located in Wuhan, a city in China and not far from Changsha.…”

Section: Hunger Marketingmentioning

confidence: 99%

Research on the Marketing Strategy of Sexy Tea

Liu

2024

AEMPS

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With the development of Chinese society and the improvement of the national consumption level, the new-style tea-drinking industry has gradually risen. Among all the new-style tea-drinking brands, Changsha brand The Modern China Tea Shop or Sexy Tea is one of the most famous ones. It was founded in 2013, and in the past 10 years, the brand has gradually developed. In recent years, it has become internet-famous among the vast number of consumers in the country. By consulting previous literature and searching the related cases and examples, this paper focuses on the three strategies of Sexy Tea, namely its brand marketing strategy, hunger marketing strategy, and marketing segmentation strategy. The present situation of the application of these three strategies of Sexy Tea is analysed, and it is concluded that Sexy Tea applies these three suitable strategies to obtain success, but these strategies may not be widely useful for other brands in the market.

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“…In this paper, two different scenarios are studied based on the two-phase pricing model of hunger marketing strategy: centralized and decentralized systems. Studying the Impact of Hunger Marketing Strategies on Supply Chain Pricing [3].…”

Section: Related Researchmentioning

confidence: 99%

Analysis of New Media Marketing Methods

Zhou¹

2022

Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)

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The intensification of new media competition makes marketing strategies crucial. This paper mainly analyzes the advantages and disadvantages of hunger marketing and the progressive relationship between gain marketing, "persona" marketing, and improving the sense of presence in traffic marketing. Furthermore, take the Beijing Winter Olympics mascot-Bing Dwen Dwen, as a marketing case to analyze the combined effect of hunger marketing and traffic influence. The research process uses demand curves to show the impact of hunger marketing demand results and uses a marketing relationship diagram to show the interaction of hunger marketing and traffic marketing. Results show that Hunger Marketing and Traffic Marketing combine together may have positive impact for the sellers. The research has reference significance for the selection of enterprise marketing methods.

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How to Launch a New Durable Good: A Signaling Rationale for Hunger Marketing

Cited by 5 publications

References 23 publications

The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

The Influencing Factors on Impulse Buying Behavior of Consumers under the Mode of Hunger Marketing in Live Commerce

Research on the Marketing Strategy of Sexy Tea

Analysis of New Media Marketing Methods

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