The effects of product scarcity and consumers' need for uniqueness on purchase intention

Wu, Wann‐Yih; Lu, Hsiao‐Yun; Ying-yin, WU; Fu, Chen‐Su

doi:10.1111/j.1470-6431.2011.01000.x

Cited by 165 publications

(111 citation statements)

References 48 publications

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“…According to Wu, Lu, Wu, & Fu (2012), Brand trust and Brand identification trigger consumers emotion, which make consumers act positively to the brand. For the company, by creating and increasing consumers trust to their brand / Brand trust, it can give a positive attitude, a commitment, and consumer buyer behavior (Elliott & Yannaopoulou, 2007), which eventually make consumers be loyal to the company (Power & Whelan, 2008).…”

Section: Introductionmentioning

confidence: 99%

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Riorini¹,

Widayati²

2015

IRJBS

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The purpose of this study was to analyze the effect of Brand relationship, Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism. This study using purposive sampling technique in which samples were selected in this study as much as 200 commercial Banks customers have used the services of the Bank at least 12 months. Data analysis instrument used was Multiple Regression Analysis with SPSS assistance. The results obtained are consistent with previous studies, in which customers increasingly have a relationship, trust, identification, involvement, and commitment to the brand Commercial Bank will increasingly have the intention to buy the brand, reference brand they use positively, and give contradictory references the back of a competing brand to others or called with Brand evangelism. Furthermore, it is known that the most dominant factor influencing Brand evangelism is a Brand commitment. Further research is recommended to investigate the influence of Brand relationship with all of its dimensions, namely Brand trust, Brand identification, Brand involvement, Brand commitment to Brand evangelism with its entire dimension (Positive brand referrals, Brand purchase intention, and Oppositional brand referrals). Furthermore, it also is advisable to do research for brands other services, such as hotels and restaurants.

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Section: Introductionmentioning

confidence: 99%

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Riorini¹,

Widayati²

2015

IRJBS

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“…As Courty and Nasiry (2016) noted, the condition for a buying frenzy is that consumers are uncertain about willingness to pay for a product and therefore discount its future utility. In addition, Wu et al (2012) show that consumers' perceptions of scarcity significantly impact their perceived value of a product and their intentions to purchase. In addition, Wu et al (2012) show that consumers' perceptions of scarcity significantly impact their perceived value of a product and their intentions to purchase.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Liu and Schiraldi (2014) argue that firms are incentivized to adopt a scarcity strategy by the existence of an active second-hand market and consumers' uncertainty about product valuations. In addition, Wu et al (2012) show that consumers' perceptions of scarcity significantly impact their perceived value of a product and their intentions to purchase. The signaling theory proposed by Stock and Balachander (2005) suggests that a scarcity strategy has a signaling effect on product quality and can influence uninformed customers.…”

Section: Literature Reviewmentioning

confidence: 99%

Pricing and introductory scarcity strategies based on consumers' response

Chen

Jia

2019

Int Trans Operational Res

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In industries such as electronics, automobiles, and luxury goods, we have observed numerous cases of intentional undersupply when a new product is introduced. Previous research has shown that introductory scarcity has a positive effect on consumers' willingness to pay, but this effect has yet to be quantified. This paper investigates how scarcity strategies affect product pricing and a firm's profits. We consider two types of scarcity strategies, a real and a fake scarcity strategy, and propose a two-period model in both markdown and markup scenarios. We find that an introductory scarcity strategy is profitable in a markup scenario only if the discount factor is greater than a critical value and payoffs are compartmentalized. Moreover, an introductory scarcity strategy could result in profits in a markdown scenario if consumers are sensitive to scarcity. However, a scarcity strategy is always detrimental to a firm with low-quality products in both scenarios. If there are uninformed consumers in the market, a fake scarcity strategy is beneficial for firms in the short term but not in the long term.

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“…Limited-edition products were designed as a marketing strategy to intensify customer desire and intention to purchase them (Wu, Lu, Wu, & Fu, 2012). Castro, Morales, and Nowlis (2013) investigated that limited availability by itself is a signal to lead products more valuable.…”

Section: Hypothesis (H 2-2 )mentioning

confidence: 99%

Under Interruptive Effects of Rarity and Mental Accounting, Whether the Online Purchase Intention Can Still Be Enhanced Even with Higher Search Costs and Perceived Risk

Liaw¹,

Le²

2017

IJBM

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The purpose of this study was to explore the impact of search costs and perceived risk to online buying intention under the moderators of rarity and mental accounting in marketing practices. In this study, four types of online products food, toys, travelling and clothing were divided into pre-test and post-test to observe the rarity and mental accounting conditions. To investigate this study a survey was conducted with a sample size of 473 college students. The results found that (1) without moderators, search costs and perceived risk had no significant effects on purchase intention but had a positive significant effect on purchase intention under the interruptive effects of rarity and mental accounting. (2) In rarity moderator, online customers are more sensitive to limited time than limited quantity. (3) In mental accounting interruption, pay less and get more had significant moderating effects. (4) Limited time and get more had the highest contribution to an improvement in purchase intention. Contributions of this study provide to relevant businesses or network operators considerations of rarity and mental accounting in online promotion strategy implementation.

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The effects of product scarcity and consumers' need for uniqueness on purchase intention

Cited by 165 publications

References 48 publications

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Brand Relationship and Its Effect Towards Brand Evangelism to Banking Service

Pricing and introductory scarcity strategies based on consumers' response

Under Interruptive Effects of Rarity and Mental Accounting, Whether the Online Purchase Intention Can Still Be Enhanced Even with Higher Search Costs and Perceived Risk

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