소비자의 조절모드와 희소성 메시지가 패션제품평가에 미치는 영향The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations
- Other Titles
- The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations
- Authors
- 백소라[백소라]; 황선진[황선진]; 여준상[여준상]
- Issue Date
- 2014
- Publisher
- 복식문화학회
- Keywords
- self-regulatory mode; quantity-scarcity message; limited-edition; buying impulsiveness; product evaluations; 자기조절모드; 수량한정메시지; 한정판; 구매충동성; 제품평가
- Citation
- 복식문화연구, v.22, no.1, pp.99 - 111
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 22
- Number
- 1
- Start Page
- 99
- End Page
- 111
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/56156
- DOI
- 10.7741/rjcc.2014.22.1.099
- ISSN
- 1226-0401
- Abstract
- This study looked into the scarcity effect based on the consumers' self-regulatory modes and determined the effect that such a regulatory mode and that quantity-scarcity messages would have on evaluations of fashion products. To that end, the study used a 2 (regulatory mode: assessment mode/locomotion mode)×2 (message type: quantity-scarcity message/non-scarcity message) between-subjects factorial design in which buying impulsiveness was presented as a mediator variable that showed differences in product evaluations depending on the message type and on the presence of a self-regulatory mode. The results of this study showed that locomotion-oriented consumers evaluated products more positively compared to assessment-oriented consumers when the quantity-scarcity message was presented. When a non-scarcity message was presented, no significant difference was observed in product evaluations based on the consumers' self-regulatory modes. In addition, buying impulsiveness in consumers served a mediator role in the evaluations of fashion products. The results of this study imply that a clear understanding of consumers is a prerequisite for maximizing the scarcity effect and that companies need to differentiate in terms of the way they use scarcity messages based on consumers' self-regulatory modes.
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- Appears in
Collections - Art > Department of Fashion Design > 1. Journal Articles
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