Effects of Scarcity Messages on Purchase Intention on the TV Home Shopping Channels

공혜진; Chong，Yu-kyeong

Journal of Tourism Sciences

Abbr : JTS
2016, 40(9), pp.187-205
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

공혜진 ¹, Chong，Yu-kyeong ²

¹세종대학교
²세종대학교

ABSTRACT

This study examined how purchase intention of customers was affected by different types of scarcity messages on the home shopping channel. The current study thus aims to provide for TV home shopping marketers to use appropriate impactful scarcity messages to better sell processed foods. Survey questionnaires were distributed to home shopping customers in the capital area from April 29th to May 5th, 2016. Out of 240 questionnaires, 205 questionnaires were used for further analysis except 35 that had no purchase experience. The results showed that a time-limited-scarcity message brings concerns of exhaustion in the products as time pressure is applied and also increases purchase intention. When consumers are exposed to quantity-limited-scarcity messages saying that other consumers are purchasing the products, they become concerned that purchase opportunities of the product could be reduced and purchase intention are also increased accordingly. When there were six minutes of TV home shopping airtime left and a message of 3,000 sets sold went on the air, consumers felt that they needed to purchase. In this case, both time-limited-scarcity messages and quantity-limited-scarcity messages influenced purchase intentions. In conclusion, home shopping marketers could apply the results of this study to maximize their persuasive effect using scarcity messages. Finally, limitations of this research and future directions were discussed.
KEYWORDS

TV home shopping channel, Scarcity message, Processed food, Purchase intention
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