Abstract

Scarcity promotion are widely used by online businesses. However, various scarce promotion strategies induce dissimilar appeals to consumers, and the promotion effectiveness also varies in different products. Therefore, the research explains their impact from the perspective of visual attention. A total of 123 participants took part in this experiment using eye-tracking technology. The results showed that scarce promotion strategies (time- and quantity-limited: LTQ, time-limited: LT, quantity-limited: LQ, Control) and product types (search goods, experience goods) affected consumers' visual attention and purchase intention significantly. Among them, the fixation duration time of scarce information of LTQ and LT groups was significantly longer than that of control group, but no significant difference was found between LQ group and control group. Search goods gained longer fixation duration time of specifications than experience goods, and also had higher scores on perceived competitiveness and post-decision cognitive dissonance, but had a lower score on purchase intention than experience goods. More importantly, there was an interaction between scarce promotion strategies and product types. Search goods gained longer fixation duration time of the full advertisement except scarce message than experience goods in the LTQ group. Our results provided practical implications for service providers to make personalized and precision marketing plan.

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