The Impact of Scarcity-Based Price Promotion on Consumer Online Impulse Buying Intentions: A Mediated Moderation Study
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Consumers are more susceptible to impulsive buying in an online shopping environment. Marketing managers may develop strategies for encouraging impulse purchases. Frequent discount promotions may not effectively retain consumers' attention over a long period. Instead, imposing limits on promotions may stimulate consumers’ purchase intention. A large amount of literature has examined the separate influence of scarcity and of discount level on impulse purchasing intentions. Thus, this study aims at exploring an interaction between discount levels and scarcity promotions on consumer online impulse buying intentions. In order to understand the mechanisms behind this relationship better, we developed a mediated moderation model, incorporating perceived scarcity and anxiety as two mediators into the interaction process. Subsequently, we also examined the potential moderating role of perceived deception in the parallel mediation process. The findings indicated that the relationship between scarcity-based promotions and online impulse buying is mediated by perceived scarcity and anxiety. Moreover, the perceived deception moderates these mediating processes. When consumers believe that promotions are genuine, the positive impact of scarcity on impulse purchases is amplified; on the other hand, if consumers feel cheated, this effect will be weakened. These findings provide useful managerial implications for online retailers.
Abstract
Consumers are more susceptible to impulsive buying in an online shopping environment. Marketing managers may develop strategies for encouraging impulse purchases. Frequent discount promotions may not effectively retain consumers' attention over a long period. Instead, imposing limits on promotions may stimulate consumers’ purchase intention. A large amount of literature has examined the separate influence of scarcity and of discount level on impulse purchasing intentions. Thus, this study aims at exploring an interaction between discount levels and scarcity promotions on consumer online impulse buying intentions. In order to understand the mechanisms behind this relationship better, we developed a mediated moderation model, incorporating perceived scarcity and anxiety as two mediators into the interaction process. Subsequently, we also examined the potential moderating role of perceived deception in the parallel mediation process. The findings indicated that the relationship between scarcity-based promotions and online impulse buying is mediated by perceived scarcity and anxiety. Moreover, the perceived deception moderates these mediating processes. When consumers believe that promotions are genuine, the positive impact of scarcity on impulse purchases is amplified; on the other hand, if consumers feel cheated, this effect will be weakened. These findings provide useful managerial implications for online retailers.
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