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http://dx.doi.org/10.18807/jsrs.2022.12.4.125

Effects of Cognitive Resource on the Purchase Intention of Scarcity Products: the Moderating Effect of Need for Cognitive Closure  

MinJeong Kim (Graduate School, Kookmin University)
HyongJae Rhee (College of Business Administration, Kookmin University)
Publication Information
Journal of Service Research and Studies / v.12, no.4, 2022 , pp. 125-138 More about this Journal
Abstract
This study has examined the effect of cognitive resource on purchase intention of scarcity products according to the level of need for cognitive closure. In order to find out the effect on purchase intention for products that are presented a shopping environment is supposed, where various timing of consumer promotion reward exist, and where consumers can easily access and experience a lot of cognitive changes. the effect of how these two influences are adjusted according to the level of need for cognitive closure (NFCC). The study divide into two experiments. Research analyzes the behavioral differences of consumers for scarcity message products according to cognitive resource level with a moderating effect of NFCC. As a result of the study, Research according to the level of cognitive resource, when applied scarcity message product showed a negative effect of the cognitive resource (self-regulating resource) depletion level on the purchase intention of high-involvement product with scarcity message (Hypothesis 1). Consumers' purchase intention for limited products was higher at the non-depleted level than at the cognitive resource depletion level, and this difference was found statistically significant. Next, as a result of examining the difference according to the level of NFCC, the difference in the influence of cognitive resource level on purchase intention of scarcity products was found to be statistically significant where the NFCC was low (Hypothesis 2).
Keywords
Cognitive Resource; Self-Regulatory Resource; Need for Cognitive Closure; Scarcity Message; Purchase Intention;
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