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J. Korean Home Econ. Assoc > Volume 48(10); 2010 > Article
Journal of the Korean Home Economics Association 2010;48(10):121-132. doi: https://doi.org/10.6115/khea.2010.48.10.121
Persuasion Effects of Scarcity Message in Online Cosmetic Advertising: Focused on Moderating Effect of Product Type
Hyun Hee Park
School of Business Administration, Kyungpook National University
Corresponding Author: Hyun Hee Park ,Tel: +82-53-950-7322, Fax: +82-53-950-6247, Email: c21ircle@hanmail.net
Received: August 11, 2010; Revised: September 7, 2010   Accepted: October 24, 2010.
ABSTRACT
This study was intended to identify the persuasion effects of online cosmetic advertising according to scarcity message type and product type. For the experiment, 4 stimuli were developed as experimental stimuli for the 2(scarcity message type: quantity scarcity message vs distinctiveness scarcity message) X 2(product type: hedonic product vs utilitarian product) factorial design. Participants were 160 students, and they allocated 40 students in each group. They responded a questionnaire. The results were as follows. First, distinctiveness scarcity message showed more effective than quantity scarcity message in advertising attitude, product attitude, brand attitude, and purchase intention. Second, hedonic product showed more effective than utilitarian product in advertising attitude, product attitude, brand attitude, advertising attention, click-through intention, and purchase intention. Third, there was interaction effect according to scarcity message type and product type on the aspect of advertising attitude, advertisement attention, and click-through intention.
Keywords: persuasion effect, scarcity message type, product type, online shopping mall, cosmetics
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