복식문화연구 (The Research Journal of the Costume Culture)

  • 제22권1호
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  • Pages.99-111
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  • 2014
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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소비자의 조절모드와 희소성 메시지가 패션제품평가에 미치는 영향

The effect of consumers' self-regulatory modes and scarcity messages on fashion product evaluations

  • 백소라 (성균관대학교 의상학과) ;
  • 황선진 (동국대학교-서울캠퍼스 경영학과) ;
  • 여준상 (성균관대학교 의상학과)
  • Baek, Sora (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sunjin (Business School, Dongguk University) ;
  • Yeo, Junsang (Dept. of Fashion Design, Sungkyunkwan University)
  • 투고 : 2013.12.23
  • 심사 : 2014.02.12
  • 발행 : 2014.02.28
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초록

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)${\times}2$ (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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피인용 문헌

  1. Influence of Self-Regulatory Resource and Self-Regulatory Modes on Fashion Product Purchase Intention vol.53, pp.5, 2015, https://doi.org/10.6115/fer.2015.043
  2. A Study on the Moderation Effect of Self-Regulatory Mode on the Influence of Demonstrative Ad. Appeal on Consumers’ Attitudes vol.12, pp.4, 2014, https://doi.org/10.18852/bdak.2014.12.4.123
  3. NEXT TIME IT MIGHT NOT BE HERE: EXPLORING MOTIVATIONS TO PURCHASE LIMITED EDITION FOOD AND BEVERAGE PRODUCTS vol.27, pp.1, 2014, https://doi.org/10.1080/10454446.2021.1884160