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The differential effectiveness of scarcity message type on impulse buying: A cross-cultural study

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  • Eun Mi Lee
  • Jung Ok Jeon
  • Qin Li
  • Hyun Hee Park

Abstract

This study tries to empirically compare the effects of scarcity message type on impulse buying in online advertising between Korean and Chinese consumers. In addition, it attempts to highlight the moderating roles of message framing and need for cognitive closure (NCC). This study found Chinese consumers' impulse buying (compared to Korean consumers') is more likely to be impacted by limited-time messages than limited-quantity messages. It also found a significant three-way interaction effect of scarcity messages, message framing and country on impulse buying. However, the three-way interaction effect of scarcity messages, NCC and country is not significant with regard to impulse buying. It would be useful to investigate in detail how various marketing factors support impulse buying and which ones exert the strongest influence within different degrees of context and collective cultures.

Suggested Citation

  • Eun Mi Lee & Jung Ok Jeon & Qin Li & Hyun Hee Park, 2015. "The differential effectiveness of scarcity message type on impulse buying: A cross-cultural study," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(2), pages 142-152, March.
    • Handle: RePEc:taf:jgsmks:v:25:y:2015:i:2:p:142-152
    DOI: 10.1080/21639159.2015.1012811
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    Cited by:

    1. Zeng, Hui & Hao, Liaogang, 2016. "Cross-cultural examination of the effects of promotional framing on consumers’ responses: A comparison of China and Pakistan," International Business Review, Elsevier, vol. 25(5), pages 1020-1029.
    2. Wu, Jie & Wu, Zefu & Si, Steven, 2016. "The influences of Internet-based collaboration and intimate interactions in buyer–supplier relationship on product innovation," Journal of Business Research, Elsevier, vol. 69(9), pages 3780-3787.
    3. Yuanyuan Guo & Xiaoting Chen & Chaoyou Wang, 2023. "Consumer Information Search in Live-Streaming: Product Involvement and the Moderating Role of Scarcity Promotion and Impulsiveness," Sustainability, MDPI, vol. 15(14), pages 1-19, July.
    4. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    5. Mirza A. Haq, Salman Abbasi, 2016. "Indirect Impact of Hedonic Consumption and Emotions on Impulse Purchase Behavior: A Double Mediation Model," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 3(2), pages 108-122, October.
    6. Ubedullah Khoso & Eric Tafani & Asim Qazi Shabir, 2023. "Scarcity Appeals In Cross-Cultural Settings: A Comprehensive Framework," Post-Print hal-04261221, HAL.
    7. Kang, Yeu-Jin & Park, Seong-Yeon, 2016. "The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equity," Journal of Business Research, Elsevier, vol. 69(9), pages 3813-3819.
    8. Zou, Peng & Li, Guofeng, 2016. "How emerging market investors' value competitors' customer equity: Brand crisis spillover in China," Journal of Business Research, Elsevier, vol. 69(9), pages 3765-3771.
    9. Islam, Tahir & Pitafi, Abdul Hameed & Arya, Vikas & Wang, Ying & Akhtar, Naeem & Mubarik, Shujaat & Xiaobei, Liang, 2021. "Panic buying in the COVID-19 pandemic: A multi-country examination," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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