ABSTRACT

This study explores the impact of scarcity messages in mobile coupons on purchase intentions among smartphone users, as well as the moderating effect of location and product type. Psychological reactance theory serves as the overarching theory for this study. Two experiments were conducted. ANOVA and ANCOVA were used to test the hypotheses. The findings show that scarcity tactics in mobile coupons work differently with respect to the location of coupon recipients and are further impacted by the product type. Quantity limit scarcity messages are the most effective way to encourage consumers’ purchase intentions when they are at home, while time limit scarcity messages are a better way to stimulate consumer purchase when they are in a store. By comparison, vague scarcity is an effective way to encourage consumers to purchase high-involvement products when they are at home, while for low-involvement products vague scarcity can be more effective in encouraging consumer purchase while they are in a store.

摘要

本研究探讨了移动优惠券中的稀缺信息对智能手机用户购买意愿的影响，以及位置和产品类型的调节作用。心理反应理论是本研究的总体理论。进行了两个实验。ANOVA 和 ANCOVA 用于检验假设。调查结果表明，移动优惠券的稀缺策略在优惠券接收者的位置方面发挥着不同的作用，并进一步受到产品类型的影响。数量限制稀缺信息是消费者在家时鼓励购买意愿的最有效方式，而限时稀缺信息是消费者在商店时刺激购买的更好方式。通过对比，