지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 복식문화학회 복식문화연구 복식문화연구 제22권 제1호
- 발행연도
- 2014.2
- 수록면
- 99 - 111 (13page)
- DOI
- http://dx.doi.org/10.7741/rjcc.2014.22.1.099
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This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)×2 (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.
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참고문헌 (44)
참고문헌 신청
Avnet, T. / 2003 / Locomotion, assessment, and regulatory fit : Value transfer from"how"to"what" / Journal of Experimental Social Psychology 39:525~530
Bae, Y. K. / 2004 / The effect of scarcity message on consumer's purchase intention in the internet shopping mall / The Korean Journal of Advertising 15(5):503~521
Baek, M. Y. / 2012 / A study on the licensing effect in purchase situation of fashion product: The moderating effect of self-regulatory mode and goal type
백소라 / 2013 / 소비자의 조절방식이 시간한정 프로모션에 미치는 영향 / 한국심리학회지: 소비자·광고 14(3):471~487
Barone, M. J. / 2002 / Mood and brand extension judgment : Asymmetric effects for desirable versus undesirable brands / Journal of Consumer Psychology 12(4):283~290
Bae, Y. K. / 2004 / The effect of scarcity message on consumer's purchase intention in the internet shopping mall / The Korean Journal of Advertising 15(5):503~521
Baek, M. Y. / 2012 / A study on the licensing effect in purchase situation of fashion product: The moderating effect of self-regulatory mode and goal type
백소라 / 2013 / 소비자의 조절방식이 시간한정 프로모션에 미치는 영향 / 한국심리학회지: 소비자·광고 14(3):471~487
Barone, M. J. / 2002 / Mood and brand extension judgment : Asymmetric effects for desirable versus undesirable brands / Journal of Consumer Psychology 12(4):283~290
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