메시지 프레이밍과 자기 감시가 희소성 메시지 효과에 미치는 영향에 관한 연구

목차 (Table of Contents)

• At the beginning of previous research on scarcity message has compared the effect of scarcity message versus non scarcity message. Especially, to the proof of the effects of scarcity message, there are studying several types of scarcity message. Though these studies based on the research of the effects of scarcity message, these were not used to the original concept of scarcity message(scarcity of the product). By the these reason, it is difficult to explain about the effects of scarcity message.
• Therefore, this study explored the different influence of scarcity message types on consumer''s purchase intention to the limited edition product, and two moderating variables(message framing and self-monitoring) are also considered.
• Findings are summarized as follows:
• First of all, the message of limited number is more influenced on purchasing intention than message of limited time to the limited edition product. This result shows us that message of limited number is more persuasive than message of limited time.
• Second, There are interaction effects between the types of scarcity message and message framing. Specifically, in case of message of limited time, there are little differences between negative message framing and positive message framing, but in case of message of limited number, there are significantly differences of message framing types. This result shows if we use scarcity message strategy, we can make more persuasive message using both these message and message framing.
• Finally, There are interaction effects between types of scarcity message and self-monitoring levels. There are no moderating effects between consumer''s self-monitoring levels(high level vs. low level) in case of message of limited time. Otherwise, we can find significant differences between high level of self-monitoring and low level of self-monitoring in case of message of limited number.
• This result shows when we are planning advertising strategy, we need to consider scarcity messages which have consumer individual variables such as self-monitoring.
• The theoretical as well as practical implications are also discussed.