Earticle

초록

영어

This article examines how scarcity messages influence consumers’ purchase intentions in the restaurant industry. It develops a conceptual framework integrating two factors (perceived value as a mediator and product preference as a moderator) and tests their effects on the relationship between scarcity messages and purchase intentions. The results show that scarcity messages improve purchase intentions and that the limited-quantity scarcity message positively influences purchase intentions more than the limited-time scarcity message. This study provides empirical evidence that perceived value partially mediates and product preference moderates the relationship between scarcity messages and purchase intentions. Considering the limited advertising budget of the small restaurant business sector, the findings provide useful insights into the development of cost effective promotion-oriented revenue management strategies for restaurant owners and managers.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature
2.1 Scarcity Messages
2.2 Scarcity messages, perceived value, product preference and purchase intentions
2.3 Perceived Value and Purchase Intentions
Ⅲ. Research method
3.1 Design of the Study
3.2 Pretests
Ⅳ. Results
4.1 Study 1
4.2 Study 2
Ⅴ. DISCUSSION
5.1 Effect of Scarcity Messages and Purchase Intentions
5.2 Moderating Effect of Product Preference on the Relationship between Scarcity Messages and Purchase Intentions
5.3 Mediating Effect of Perceived Value between Scarcity Messages and Purchase Intentions
5.4 Theoretical Implications
5.5 Managerial Implications
5.6 Future Research
References

저자

• Kim, Kwangji [ Research Professor, Global Maritime Tourism Research, Pukyong National University ] Corresponding Author
• Jun, Jae-Kyoon [ Professor, Division of Business Administration, Pukyong National University ]

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