• Journal of Distribution Science
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• v.21 no.7
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• pp.73-82
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• 2023

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity message type (limited-time vs. limited-quantity) and sender type (corporate vs. consumer) on the intention to purchase golf equipment by Instagram distribution channel. Research design, data and methodology: Data from 108 college students in their 20s and 30s with experience using Instagram were collected online through convenience sampling. A frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, and two-way analysis of variance were performed using SPSS 23.0. Results: The results showed that limited-quantity messages induce a higher purchase intention than limited-time messages. Similarly, consumer-sent advertisements induce a higher purchase intention than corporate-sent advertisements. Further, there is no statistically significant interaction effect of the scarcity message type and sender type on the intention to purchase golf equipment. Conclusions: This study is meaningful in verifying consumers' purchase intention depending on the type of scarcity message and the type of sender in Instagram advertisements. The results yield significant implications for marketers and several directions for future research.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.6
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• International journal of advanced smart convergence
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• v.12 no.4
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• pp.334-343
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• 2023

A research model was developed in this study from previous research to illustrate the relationship among perceived scarcity, assumed expensiveness of art products, perceived functional value, perceived symbolic value as well as purchase for self and others. 639 valid cases who have experienced NFT art products have been collected for data analyses. The R software has been chosen for analysis. The results have revealed that perceived scarcity was positively related to perceived functional value and perceived symbolic value, but it was assumed that the expensiveness of art products was not significantly related to perceived functional value or perceived symbolic value. Moreover, functional value was significantly related to the purchase intention of both self and others, while symbolic value only was significantly affected by the purchase intention of others. The results of this study have provided managerial implications for future studies.

• Management & Information Systems Review
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• v.31 no.1
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• pp.247-272
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• 2012

This study scarcity of recent online message promotion limited quantity of messages and time the message is limited controlled variable message whose regulatory focus and promotional discounts depending on the presence of any differences in attitudes and purchase intention appears, was to verify empirically. The results of this study, first, if limited quantity of messages focus on prevention rather than focusing on messages promoting promotion attitudes and purchase intention was higher. Second, the scarcity message is simply, as well as adjust the focus, such as price discounts and promotional activities can be controlled by a variety of points were identified. If the message is particularly limited quantity discounts are not present, rather than the message, the message is presented when the discount promotional attitudes and purchase intention, except that the amplification has been demonstrated. If the message is limited time, however, these discounts are worth the extra promotion on attitudes and purchase intentions are least likely to affect the thing that was found.

• Environmental and Resource Economics Review
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• v.13 no.1
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• pp.33-47
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• 2004

Even though the price of extracted but unprocessed coal has been available in Korea, the use of it as scarcity index would be inappropriate because of price subsidy. Following Halvorsen and Smith(1984), Kim and Lee(2002) derived estimates of the shadow price of unextracted coal by estimating the restricted cost function and differentiating with respect to the quantity of coal extracted. In Korea, however, due to the limited data the capital prices have been computed inconsistently case by case without relying on the robust formula like the Christensen-Jorgenson methodology used in US, which could result in biased estimators of the restricted cost function. In the paper the shadow prices of the resources in situ are obtained by measuring an input distance function defined by Shephard (1970), which requires only the data on the quantities of inputs and output. Empirical results for the Korean coal mining industry show that these shadow prices as a coal scarcity have increased fast by approximately three times in comparisons with those obtained by Kim and Lee.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.32-44
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• 2016

The purpose of this study is to examine the cognitive responses and the corresponding behavior responses of consumers who have experiences in not being able to buy a product in an online shopping mall due to it being sold-out. Responses were gathered from 526 consumers between the ages of 20 to 40 years residing in a metropolitan area. Each person surveyed had experienced a situation in which a product that they wanted to purchase from an online shopping mall was sold-out. SPSS 18.0 was used to perform frequency analysis, factor analysis, reliability analysis, and regression analysis. The first set of results of this study showed positive responses of quality, discernment, scarcity, but also negative cognitive responses of careless management, manipulation of shopping mall management, and common taste. In negative cognitive responses, sold-out situations caused consumers inconvenience. The second set of results revealed that quality, discernment, and careless management had a significant effect on product replacement (Substitute, S); likewise, factors such as quality, discernment, careless management, manipulation by shopping mall designers, and common taste had a significant effect on the delay of purchasing decisions (Delay, D). Scarcity, careless management, manipulation by shopping mall designers, and common taste also demonstrated significant influence on the incomplete leaving of stores (Incomplete Leave, L1), while discernment, scarcity, careless management, manipulation by shopping mall designers, and common taste had a significant influence on the complete leaving of stores (Complete Leave, L2). Previous studies have examined the behavioral response topics of substitute, delay, and leave. These study results suggest that product sellouts at online shopping malls did not have a solely negative effect on consumers. It actually had a positive effect in terms of discernment, scarcity, and the perception of quality of sold-out products. Furthermore, both positive and negative cognitive responses had various effects on behavioral responses.

• Korean journal of communication and information
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• v.32
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• pp.209-245
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• 2006

This study examines primarily the effects of perceived risk and scarcity massage on consumers in CATV homeshopping. For consumers, the perceived risk is the cause of delaying purchase decision in CATV Homeshopping while scarcity message in the Ad facilitate purchasing intention in the CATV homeshopping. And another important characteristic of consumer which exerts impact on the response of consumer to the Ad and the product is the frequency of purchasing experience. Thus the purpose of this study is to test the effect of 3 factors on consumer's response to homeshopping Ad and product: one is perceived risk, another is scarcity message and the third is consumer's difference in purchasing. And these are defined as independent variables. The responses of the consumer, the dependent variables of this test are measured in three dimensions; 1) the purchasing intention of the product, 2) the attitude toward the Ad, and 3) the attitude toward product of the consumer. 110 housewives are sampled and assigned to 4 experimental groups. All the groups first watched a video-taped homeshopping Ad messages, and then filled up their responses on the administered questionnaire. The results of this study shows as follows: 1) Perceived risk has negative effect to consumer response. 2) Scarcity message has positive effect to consumers response. 3) But especially perceived risk has negative effect to high frequency purchasing experience group. 4) Scarcity message has also negative effect to high frequency purchasing experience group. 5) The interaction effect of perceived risk and scarcity message is most prominent to the consumers of high frequent purchasing experience.

• International Journal of Costume and Fashion
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• v.16 no.2
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• pp.25-50
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• 2016

The purpose of the study was to identify dimensions of benefit sought where consumer cross-border online shoppers seek and to examine the effects of the dimensions on expectancy, perceived performance, disconformity and satisfaction with cross-border online shopping. A total of 258 data were gathered and analyzed using SPSS 22.0. The results of the study identified that six dimensions of benefit sought of cross-border online shopping, which were economic-efficiency, convenience, uniqueness, scarcity, superiority and conformity seeking. There were significant effects of economic-efficiency, scarcity and uniqueness seeking on the expectancy, perceived performance, and satisfaction. In addition, consumers were segmented as four clusters classified using benefit sought of cross-border online shopping. The four clusters were labeled as "high interest type", "disinterested type", "unique scarcity type", and "price-first unfussy type". The significant differences were found among the clusters in the research constructs of expectancy and disconfirmation theory. The findings of the study suggested practical and managerial implications.

• The Research Journal of the Costume Culture
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• v.18 no.1
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• pp.177-189
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• 2010

The purpose of this study is to research the conspicuous consumption characteristic expressed in the modern fashion. The conspicuous consumptions are classified with 2 parts as follows as: 1. The motive of conspicuous consumption, 2. The effect of conspicuous consumption. And the motive of conspicuous consumption is 1) conspicuous consumption, 2) conformity consumption, 3) compensatory consumption. The effect of conspicuous consumption is 1) veblen effect, 2) bandwagon effect, 3) snob effect. The veblen effect is caused either by the belief that higher price means higher quality, or by the desire for conspicuous consumption to be seen as buying an expensive, prestige item. The bandwagon effect is people tend to follow the crowd without examining the merits of a particular thing. The snob effect refers to the desire to own unusual, expensive or unique goods. The conspicuous consumption has produced conflicting results of the homogeneous imitation and the different scarcity. Consequently conspicuous consumption characteristic expressed in the modern fashion refers to the conformable imitation and the different scarcity. The conformable imitation is pursuit of first lady look and imitation. The different scarcity refers to the desire to own exclusive or unique goods. The unique value is pursuit of limited edition and art mode.

• Journal of Korean Society of Water and Wastewater
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• v.29 no.3
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• pp.381-393
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• 2015

This study is carried out in order to propose a drought risk assessment methodology. This methodology is required to deal with practical questions that a variety of stakeholder often raise in the course of discussions on mitigation measures. With a focus on the socioeconomic aspect of drought, more particularly, residents' hardship from water scarcity, it suggests basic concepts and a system of methods in order to assess hazard, exposure, vulnerability and risk. The case study shows a considerable possibility of the methodology in evaluating potential levels of damages in a certain area, in identifying the boundary of districts where risk is disproportionately concentrated, and also in understanding the underlying risk factors of those districts. The authors think that the proposed methodology is able to offer risk information in terms of socioeconomic damages, and therefore contribute to reducing information gaps that policy-makers are currently encountered with.