Browse > Article
http://dx.doi.org/10.21219/jitam.2016.23.1.097

The Influence of Scarcity Message on Customers' Perceived Value, Satisfaction, and Repurchase Intention in the Context of Group-Buying Social Commerce  

Choi, Sujeong (Free21Pluse e-Service Team, Chonnam National University)
Publication Information
Journal of Information Technology Applications and Management / v.23, no.1, 2016 , pp. 97-117 More about this Journal
Abstract
Drawing on the theoretical framework of customer value-satisfaction-loyalty, this study examines how scarcity message influences customers' value, satisfaction, and loyalty in the context of group-buying social commerce. Previous studies have argued that scarcity message limiting the avilability of products and service is a source of enhancing customer value. In this regard, this study posits scarcity message as a predictor of customer value. Furthermore, this study classifies customer value into two forms (i.e., utilitarian value and hedonic value) and verfies how scarcity message is associated with them. To test the proposed research model and hypotheses, this study performed structural equation modeling (SEM) analyses, using a total of 292 data collected on users who have experience in purchasing products and service through group-buying social commerce sites such as Coupang, Timon, and WeMakePrice. The key results are as follows : First, scarcity message increases utilitarian and hedonic values and further customer satisfaction. Second, utilitarian value increases customer satisfaction and repurchase intention while hedonic value has nothing to do with them. The findings imply that customers seek to maximize utilitarian value through group-buying social commerce. Finally, this study indicates that repuchase intention depends greatly on customer satisfaction.
Keywords
Scarcity Message; Utilitarian Value; Hedonic Value; Customer Satisfaction; Repurchse Intention; Group-Buying Social Commerce;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Lam, S. Y., Shankar, V., Erramilli, M. K., and Murthy, B., "Customer Value, Satisfaction, Loyalty, and Switching Costs : An Illustration from a Business-to-Business Service Context", Journal of the Academy of Marketing Science, Vol. 32, No. 3, 2004, pp. 293-311.   DOI
2 Lazarus, R. S., Emotion and Adaptation, New York, NY : Oxford University Press, 1991.
3 Lee, B. and Kim, B., "A Study on Customers' Impulsive Buying in Social Commerce Environment : The Role of Flow and Emotion", The Journal of Information Systems, Vol. 21, No. 3, 2012, pp. 117-136.   DOI
4 Lee, S. and Han, E., "Media Use and Consumption Values : Cultivation Theory and Socialization Theory", The Korean Journal of Advertising, Vol. 24, No. 8, 2013, pp. 257-275.   DOI
5 Liang, T. and Turban, E., "Introduction to the Special Issue Social Commerce : A Research Framework for Social Commerce", International Journal of Electronic Commerce, Vol. 16, No. 2, 2011-12, pp. 5-14.
6 Liang, T., Ho, Y., Li, Y., and Turban, E., "What Drives Social Commerce : The Role of Social Support and Relationship Quality", International Journal of Electronic Commerce, Vol. 16, No. 2, 2011-12, pp. 69-90.   DOI
7 Lin, H. and Wang, Y., "An Examiniation of the Determinants of Customer Loyalty in Mobile Commerce Contexts", Information and Management, Vol. 43, 2006, pp. 271-282.   DOI
8 Lynn, M., "Scarcity Effects on Value : A Quantitative Review of the Commodity Theory Literature", Psychology and Marketing, Vol. 8, No. 1, 1991, pp. 43-57.   DOI
9 Aggarwal, P. and Vaidyanathan, R., "Use It or Lose It : Purchase Acceleration Effects of Time-Limited Promotions", Journal of Consumer Behavior, Vol. 2, No. 4, 2003, pp. 393-403.   DOI
10 Aggarwal, P., Jun, S. Y., and Huh, J. H., "Scarcity Messages : A Consumer Competition Persepctive", Journal of Advertising, Vol. 40, No. 3, 2011, pp. 19-30.
11 Anderson, J. C. and Gerbing D. W., "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, Vol. 103, 1988, pp. 411-423.   DOI
12 Ariely, D., Ockenfels, A., and Roth, A. E., "An Experimental Analysis of Ending Rules in Internet Auctions", RAND Journal of Economics, Vol. 36, No. 4, 2002, pp. 890-907.
13 Babin, B. J., Darden, W. R., and Griffin, M., "Work and/or Fun : Measuring Hedonic and Utilitarian Shopping Value", The Journal of Consumer Research, Vol. 20, No. 4, 1994, pp. 644-656.   DOI
14 Bae, B., Amos 21 Structural Equation Modeling-Principle and Practice, Cheongram Publishing Compnay, 2014.
15 Bang, J., Qian, C., Kim, M., and Lee, E., "A Study on the Effects of Price Discount, Product Review, and Perceived Risk and their Interaction Effects in Social Commerce", Knowledge Management Research, Vol. 14, No. 4, 2013, pp. 87-98.
16 Oliver, R. L., "A Cognitive Model for the Antecedents and Consequences of Satisfaction", Journal of Marketing Research, Vol. 17, 1980, pp. 460-469.   DOI
17 Roy, R. and Sharma, P., "Scarcity Appeal in Advertising : Exploring the Moderating Roles of Need for Uniqueness and Message Framing", Journal of Advertising, Vol. 44, No. 4, 349-359.   DOI
18 Shen, J. and Kim, J., "Global Strategy of Social Commerce Firm Groupon : Focusing on the Case of Korea, China and France", Journal of the Korea Service Managemant Society, Vol. 14, No. 4, 2013, pp. 53-75.
19 Snyder, C. R. and Fromkin, H. L., Uniqueness : The Human Pursuit of Difference, New York : Plenum Press, 1980.
20 Song, H. G., Chung, N., and Koo, C., "Impulsive Buying Behavior of Restaurant Products in Social Commerce : A Role of Serendipity and Scacity Message", Proceedings of The Pacific Asia Conference on Information Systems (PACIS), Singapore, 2015.
21 Sweeney, J. C. and Soutar, G. N., "Consumer Perceived Value : The Development of a Multiple Item Scale", Journal of Retailing, Vol. 77, No. 2, 2001, pp. 203-220.   DOI
22 Van Herpen, E., Pieters, R., and Zeelenberg, M., "How Product Scarcity Impacts on Choice : Snob and Bandwagon Effects", in Advances in Consumer Research, Vol. 32, Geeta Menon and Akshay R. Rao, eds., Duluth, MN : Association for Consumer Research, 2005, pp. 623-624.
23 Zajonc, R. B. and Markus, H., "Affect and Cognition : The Hard Interface", In : Izard, C. E., Kagan, J. and Zajonc, R. B. (Eds.), Emotions, Cognition, and Behavior, Cambridge University Press, Cambridge, 1984, pp. 63-103.
24 Nysveen, H., Pedersen, P. E., and Thorbjornsen, H., "Intentions to Use Mobile Services : Antecedents and Cross-Service Comparisons", Journal of the Academy of Marketing Science, Vol. 33, No. 3, 2005, pp. 330-346.   DOI
25 Brock, T. C. and Brannon, L. A., "Liberalization of Commodity Theory", Basic and Applied Social Psychology, Vol. 13, 1992, pp. 135-144.   DOI
26 Brock, T. C., "Implications of Commodity Theory for Value Change", In A. G. Greenwald, T. C. Brock, and T. M. Ostrom (Eds.), Psychological foundations of attitudes (pp. 243-275). New York : Academic, 1968.
27 Chitturi, R., Raghunathan, R., and Mahajan, V., "Delight by Design : The Role of Hedonic Versus Utilitarian Benefits", Journal of Marketing, Vol. 72, No. 3, 2008, pp. 48-63.   DOI
28 Choi, J., Jun, E., and Kim, K., "The Determinants of e-WOM for Infomediaries in Social Commerce", Knowledge Management Research, Vol. 15, No. 3, 2014, pp. 209-228.
29 Choi, S., "An Empirical Study of Social Network Service(SNS) Continuance : Incorporating the Customer Value-Satisfaction-Loyalty Model into the IS Continuance Model", Asia Pacific Journal of Information Systems, Vol. 23, No. 4, 2013, pp 1-28.
30 Choi, S. and Lee, S., "On the Factors that Affect Customers' Satisfaction in Social Commerce", Knowledge Management Research, Vol. 15, No. 2, 2014, pp. 165-182.
31 Choi, S., "Examining Determinants of Social Network Service(SNS) Use Based on Smartphones : Focusing on Technical, Hedonic, and Social Characteristics", Journal of Information Technology Applications and Management, Vol. 19, No. 4, 2012, pp. 75-95.
32 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology", MIS Quarterly, Vol. 13, No. 3, 1989, pp. 319-340.   DOI
33 Bhattacherjee, A. and Premkumar, G., "Understanding Changes in Belief and Attitude Toward Information Technology Usage : A Theoretical Model and Longitudinal Test", MIS Quarterly, Vol. 28, No. 2, 2004, pp. 229-254.   DOI
34 Zhang, H., Lu, Y., Gupta, S., and Zhao, L., "What Motivates Customers to Participate in Social Commerce? The Impact of Technological Environments and Virtual Customer Experiences", Information and Management, Vol. 51, 2014, pp. 1017-1030.   DOI
35 Zajonc, R. B. and Markus, H., "Must All Affect Be Mediated By Cognition?", Journal of Consumer Research, Vol. 12, No. 1, 1985, pp. 363-364.   DOI
36 Zajonc, R. B., "Feeling and Thinking, Preferences Need No Inferences", American Psychologist, Vol. 35, No. 2, 1980, pp. 151-175.   DOI
37 Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, Vol. 52, 1988, pp. 2-22.   DOI
38 Gierl, H. and Huettl, V., "Are Scarce Products Always More Attractive? The Interaction of Different Types of Scarcity Signals with Products' Suitability for Conspicuous Consumption", International Journal of Research in Marketing, Vol. 27, No. 3, 2010, pp. 225-235.   DOI
39 Eisend, M., "Explaining the Impact of Scarcity Appeals in Advertising : The Mediating Role of Perceptions of Susceptibility", Journal of Advertising, Vol. 37, No. 3, 2008, pp. 33-40.   DOI
40 Fornell, C. and Larcker, D. F., "Evaluating Structural Equations with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50.   DOI
41 Gierl, H., Plantsch, M., and Schweidler, J., "Scarcity Effects on Sales Volume in Retail", International Review of Retail, Distribution and Consumer Research, Vol. 18, No. 1, 2008, pp. 45-61.   DOI
42 Hair, J., Black, W. C., Babin, B. J., and Anderson, R. E., Multivariate Data Analysis-A Global Perspective, 7th edn., Pearson, New Jersey, 2010.
43 Hirschman, E. C. and Holbrook, M. B., "Hedonic Consumption : Emerging Concepts, Methods and Propositions", Journal of Marketing, 1982, Vol. 46, No. 3, pp. 92-101.   DOI
44 Hong, T., Pei, L., Choi, S., and Park, J., "A Study of the Continuous Use Intention of Social Commerce", The Journal of Information Systems, Vol. 21, No. 2, 2012, pp. 135-160.   DOI
45 Jo, M. and Heo, J., "The Effects of the Social Commerce Characteristics on Shopping Value and Satisfaction on Foodservice Products" Journal of Tourism Sciences, Vol. 38, No. 3, 2014, pp. 33-56.
46 Kim, S. and Park, H., "An Empirical Study on Individual and Social Commerce Factors Impacting Shopping Value and Intention to Repurchase in Social Commerce and Moderating Effects of Perceived Security", Journal of the Korea society of IT services, Vol. 12, No. 2, 2013, pp. 31-53.   DOI
47 Kim, Y., "Social Commerce Market Trends and Policy Issues", Korea Information Society Development Institute, Vol. 23, No. 11, 2011, pp. 41-63.
48 Knishinsky, A., The Effects of Scaricity of Material and Exclusivity of Information on Industrial Buyer Perceived Risk in Provoking a Purchase Decision, Arizona State University, Dissertation, 1982.