The Effect of T-Commerce Scarcity Messages and Price Policies on Attitudes and Purchase Intention

Abstract

Background/Objectives: This study investigated differences in the attitude of users according to type of scarcity message and price discount conditions to compose T-commerce sales messages and search for effective strategic plans.
 Methods/Statistical analysis: This study empirically verifies the difference in promotion attitude and purchase intention between the type of T-Commerce scarcity message (quantity limit message / time limit message) and the price discount policy (price discount / non-discount) message. For this purpose, 2 (scarcity type: limited quantity, limited time) X 2 (with or without price discount: price discount, no price discount) factor design between subjects was used.