| Autor: |
Park, Hye Kyung, Shin, Bong-Sup, Huh, Jong-Ho |
| Zdroj: |
Asia Pacific Journal of Innovation and Entrepreneurship; December 2016, Vol. 10 Issue: 1 p122-133, 12p |
| Abstrakt: |
Purpose: This paper aims to examine how the temporal distance can influence the effect of the scarcity message. To demonstrate this effect, the authors use the limited-quantity flash sales and compare two types of mixed promotion method comprising discount rate and limited quantity. Design/methodology/approach: The results of the experiment reveal that consumers in the temporally distant condition have a relatively high-level construal of the limited-quantity flash sales and are more likely to value desirability (discount rate) over feasibility (limited quantity). Findings: When the expected value is identical, consumers prefer limited-quantity flash sales with smaller limited quantity but higher discount rates. However, consumers in the temporally near condition have a relatively low-level construal of the limited-quantity flash sales and are more likely to value feasibility (limited quantity) over desirability (discount rate). Originality/value: When the expected value is identical, consumers prefer limited-quantity flash sales with lower discount rates but larger limited quantity. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
|
