Effects of product scarcity: the mediating role of consumer need for uniqueness and conformity
by Paul C.S. Wu; Wei-Kang Lo
International Journal of Business Environment (IJBE), Vol. 9, No. 1, 2017

Abstract: This study aims to investigate both the effects of scarcity due to supply (SDS) and scarcity due to demand (SDD) on the perceived value of products and consumers' purchase intention, as mediated by consumer need for uniqueness (NFU) and conformity, respectively. Cell phones (conspicuous products) and body wash (inconspicuous products) were chosen as research products, both with fiction brand and using leaflets slogan to manipulate the scarcity message. Data from a total of 923 Taiwan usable internet surveys were collected. The results showed that in the SDS model, the NFU partially mediates the positive effect of SDS on perceived value, and also directly as well as indirectly enhances purchase intention. In the SDD model, conformity partially mediates the positive effect of SDD on perceived value, and also directly as well as indirectly enhances purchase intention.

Online publication date: Wed, 21-Jun-2017

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