Research On The Mechanism Of Scarce Effect On Consumers' Purchase Intention

The scarcity effect refers to the method which companies use the effect that "rare things are more valuable" to influence consumers' buying behavior in the consumer psychology.The scarcity effect can be divided into natural scarcity and artificial scarcity according to the production of mode of scarcity effect.The natural scarcity is an objective scarcity.For example,"Hetian jade","diamond","jade" and so on will be short of available because the reserve of them is limited.Artificial scarcity refers to people's subjective creation of the scarcity effect.For example many stores use "Limited Edition" "One-time sale" and "Clearance Specials" to create scarcity effect,in order to induce customers to formulate awareness that the product is scarce,thereby increasing willingness to purchase the product,and ultimately reach a purchase agreement.Firstly,this paper analyzes the research background and put forward the appropriate research purposes and research methods,and then conducts research through consumer behavior experiments.Then we review the literature about the core variables of the scarcity effect,power perception,uniqueness perception and consumers' purchasing intention.In particular,we review the existing literature about the relationship of the purchasing intention and the scarcity effect,and then put forward the hypothesis of this article.This article not only summarizes the previous research in related fields,but also provides references for future research.It is confirmed that the research direction of this paper is the effect of scarcity on consumers' purchasing intention by summarizing and inducing the literature.Most of the previous literature focused on the study of the impact of artificial scarcity on consumer purchasing intentions.This article focuses on the differences between purchase intention due to natural scarcity and artificial scarcity.This is one of the important innovations in this article.Specifically,this study finds that natural scarcity has a stronger effect on the purchase intention of high-power consumers,and that artificial scarcity has a stronger effect on purchasing intention of low-power consumers through three experimental studies.Uniqueness plays an intermediary role in the process of the effect of the scarcity effect on purchase intention.At the same time,non-scarce group is added in the third experiment of this paper,the study found that both the natural scarce group and the artificial scarce group,compared with the non-scarce group,have a higher purchase intention,the previous findings is verified in this paper.Finally,the last chapter summarizes the main conclusions of this paper,discusses the main contribution of this study and its application in marketing.The scarcity effect can promote the purchase intention of consumers,which should arouse the attention of enterprises;uniqueness is a mediating role,company should highlight the uniqueness of scarce products;at the same time emphasis on the moderating role of power perceptions,for different power perceptions of people to take different marketing strategy.At last we points out the shortcomings of this study and future research directions.