A Time-Oriented Explanation of Desire For Scarce Item in Online Retailing

Throughout series of four studies, this research examines the effect of scarcity on consumers’ purchase intention mediated by perceived control over time. The effect was moderated by two different online retail strategies (i.e., pressurizing by blinking the limited quantity and price discount promotion) and consumers’ initial time availability for shopping.


Dongyoup Kim and JUNGKUN PARK (2020) ,"A Time-Oriented Explanation of Desire For Scarce Item in Online Retailing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1187-1187.


Dongyoup Kim, Hanyang University


NA - Advances in Consumer Research Volume 48 | 2020

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