Limited time or limited quantity? The impact of other consumer existence and perceived competition on the scarcity messaging-Purchase intention relation

초록

Promotional messages, including scarcity messages and other consumer existence messages, are frequently employed by online travel marketers to drive consumer purchase intention. By using a scenario-based experimental design study, the authors investigate the effects of scarcity message types - limited quantity scarcity (LQS) and limited time scarcity (LTS) - on willingness to purchase, and explore the mediating role of perceived consumer competition and the moderating role of social cue messages on scarcity messaging and purchase intention. The findings suggest that presenting social cue messages enhances perceived consumer competition and consequently purchase intention when an LQS message is presented. However, presenting social cue messages have no such impact on perceived consumer competition and purchase intention when an LTS message is presented. This research provides online travel practitioners with guidance on how and when to leverage promotional messages to drive consumer purchase intention.

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