소셜커머스 호텔상품의 희소성 메시지와 팽창가격 할인에 대한 구매의도 : 불확실성 회피성향의 적용
Influences of Hotel products’ Scarcity Messages and Tensile Price Claims on Consumers’ Purchase Intention in Social Commerce : Focused on Uncertainty Avoidance
Given the circumstance of sales promotion, the objectives of the current study was to identify the differences of purchase intention in social commerce amongst strategic types of scarcity messages, strategic types of tensile price claims, and consumers' uncertainty avoidance. Also this study was to examine a strategic role of scarcity messages and tensile price claims as one of sales promotions. Therefore, this study carried out experimental designs. Scarcity messages(limited items & limited time) and tensile price claims(from 10% & until 50%) were manipulated as between-subject factors, and three items were developed to measure participants’ uncertainty avoidance. A total of 320 participants were assigned to one of the four experimental groups, and 310 data were statically used. The results of the study are as follows. It is revealed that in customer’s purchase intention, there were the differences between consumers' uncertainty avoidance and experimental designs, and additionally, it is found that the higher level of uncertainty avoidance showed the lower purchase intention than another group. limitations of this research and future directions were discussed.
ABSTRACT Ⅰ. 서론 Ⅱ. 이론적 배경 1. 팽창가격 할인과 희소성 메시지 2. 불확실성 회피(Uncertainty avoidance) Ⅲ. 연구설계 1. 가설설정 및 측정도구 구성 2. 실험설계와 자료수집 Ⅳ. 실증분석 1. 연구 참여자 정보 2. 연구도구의 신뢰성과 타당성 검증 3. 연구가설 검증 Ⅴ. 결론 참고문헌
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