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Advertising Effects of Tourism Products on a Social Commerce Site According to the Message Type and Perceived Uncertainty

Ahyoung Yoon 1,  Yoon Ji-Hwan 1

1경희대학교

Excellent Accredited

ABSTRACT

As competition between travel agencies on social commerce sites continues to escalate, travel agencies currently need to produce effective advertisements. Since there is little difference in both the price and composition of tour products sold at social commerce sites, it might be difficult to differentiate each product from its many other competitors. Throughout this study, widely used message framing and scarcity message strategies were used to measure advertising effectiveness to overcome these problems. In addition, perceived uncertainty was used as a moderating variable to verify whether the level of uncertainty (high vs. low) consumers perceive influences their purchase intention. 2(message framing: profit vs. loss) × 2(scarcity message: quantitative vs. temporal) mixed factorial design was composed, and the perceived value was divided into two groups(low vs. high). The results revealed that for the low-perceived uncertainty group, profit-message framing was more effective on purchase intention. However, for the high-perceived uncertainty group, loss-message framing was more effective. In terms of scarcity message, a quantitative limited message encouraged consumers’ purchase intention more than a temporal limited message regardless of the level of uncertainty.

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