소비자의 조절모드와 희소성 메시지가 패션제품평가에 미치는 영향

• Published in: The Research Journal of the Costume Culture Vol. 22; no. 1; pp. 99 - 111
• Main Authors: 백소라, So Ra Baek, 황선진, Sun Jin Hwang, 여준상, Jun Sang Yeo
• Format: Journal Article
• Language: Korean
• Published: 복식문화학회 28.02.2014
• Subjects: buying impulsiveness; limited-edition; product evaluations; quantity-scarcity message; self-regulatory mode; 구매충동성; 생활과학; 수량한정메시지; 자기조절모드; 제품평가; 한정판
• ISSN: 1226-0401; 2383-6334
• DOI: 10.29049/rjcc.2014.22.1.99

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.