Development of technology standardization and various distribution channels and media compare made consumers access information about the products and easily them. In addition consumer’s consumption standard changed from universal value to emotional value consumption. Therefore, people are not satisfied with physical value such as quality or function, which is the rational element of a product, but considered the emotion satisfaction through the consumption that expresses emotional or identities. As a result, limited edition marketing using the scarcity and aesthetics began to emerge as a means of product differentiation. Limited edition marketing means to impose scarcity value to a product through artificial scarcity messages and provide aesthetic value through design elements. It presents a limited quantity / period, and through a unique and individual aesthetic design the two factors of scarcity and aesthetics are combined, stimulate consumers’ desire for ownership and purchase intention and increase the value of the product.
The purpose of this study is to examine the effect of scarcity and aesthetics on product value and purchase intention which consumers perceive in comparing toe general products. In addition, we try to verify influences between product type and consumers need for uniqueness between perceived value and purchase intention. Product value perception was measured as functional value, symbolic value, and emotional value. Product type was classified as utilitarian and hedonic product. Therefore, that notebook(M=4.18, SD=.42) was chosen as utilitarian product and AI speaker(M=2.06, SD=.69) was selected as hedonic product. The scarcity message, the scarcity factor, selected two type of messages based on existing research: limited quantity sales and limited period(time) sales. As a result of verifying the difference between the included product and the non-included product, the products with scarcity message showed higher scarcity evaluation. The products which were actually collaborated were chosen to select design elements for aesthetics. This led the selected of JonOne’s design and the second verification was conducted. After measuring the aesthetics fo the product with the JonOne’s design and the general one, it was found that the aesthetics evaluated higher when the product had the design element.
First, we examined the effect of scarcity and aesthetics on functional value, symbolic value, emotional value, and purchase intention. As a result, when products have scarcity and aesthetics, they have a positive effect on functional value, symbolic value, emotional value, and purchase intention. Also, even when both scarcity and aesthetics are included, it gas a positive effect on product value perception and purchase intention. Second, the experiment was performed th verify the effects of scarcity and aesthetics on product value perception and purchase intention according to product type. It turned out that the scarcity and aesthetics have a positive effect on the symbolic value, emotional value, and purchase intention when they are included in the hedonic product. However, there was no significant difference between the utilitarian and hedonic product in the functional value evaluation. On the other hand, when both scarcity and aesthetics were included to the product, the hedonic product showed more positive evaluation in functional value, symbolic value, emotional value, and purchase intention than the result in utilitarian product. Third, the effect of scarcity and aesthetics on functional value, symbolic value, emotional value, and purchases intention was verified in the aspect of need for uniqueness. As a result, when the scarcity and aesthetics are included to the product, the consumers with high need for uniqueness have more positive effect on the functional value, symbolic value, emotional value, and purchase intention than those with low need for uniqueness trait. When both scarcity and aesthetics were included to the product, the higher the need for uniqueness is the more positive evaluation was made in the functional value, symbolic value, emotional value, and purchase intention.