Research On The Impact Of Limited-quantity Appeal And Limited-time Appeal On Sharing Behavior

Limited-quantity promotions and limited-time promotions are the main promotions which are used widely both offline and online.Not only stimulating consumers to buy,scarcity promotion but also can bring sharing behaviors.However,which kind of promotional methods will be more effective is still unknown.And whether different product types(hedonic vs.utilitarian)will bring a different effect? Through the second-hand data analysis and 2 experiments,this paper draws following conclusions: limited-quantity promotions will stimulate consumer's higher sharing than limited-time promotions;when the product type for hedonic goods,limited-quantity promotions will also stimulate consumer's higher sharing than limited-time promotions,and the gap is further amplified;but when the product type for the utility,different types of promotions on the sharing have no difference.Perceived scarcity and altruistic motive play a continuous mediating role.As we all know,Taobao 1111,JD 618 and more and more scarcity promotional activities have gradually evolved into large-scale shopping festivals,which also establish broad interactions with consumers.Based on this phenomenon,we can see that promotional informations not only promote consumers to buy,but also stimulate the spreading of word of mouth,which is previous research institutes hadn't involved.Three studies verified these hypotheses.In the first research,we collected 164 Weibo contents about limited-quantity promotions and limited-time promotions.The analysis of secondary data showed that limited-quantity promotions will stimulate consumer's higher reporting than limitedtime promotions;when the product type for the hedonic goods,limited-quantity promotions will also stimulate consumer's higher reporting than limited-time promotions,and the gap is further amplified;but when the product type for the utility,different types of promotions on the reporting have no difference.Next,the second research confirmed the main effect and moderating effect by a 3(limited-quantity promotion: limited-time promotion: control)× 2(hedonic vs.utilitarian)between-subject designs.After that,the third research's purpose was to provide a more robust test of the impact of different promotion types to consumer's sharing.Results of the 2(limited-quantity promotion: limited-time promotion)× 2(hedonic vs.utilitarian)between-subject designs indicated the same results as the first experiment.Perceived scarcity and altruistic motive play a continuous mediating role.The research has some theoretical contributions.First,most of the previous studies have focused on studying the impact of scarcity promotions on consumers' willingness to buy and purchase behaviors,but few studies have linked scarcity promotions to sharing.This article expands the scope of research about limited-quantity promotions and limited-time promotions.The understanding of scarcity promotions provides a new perspective for the social media marketing research of the enterprise.Second,this article verifies that limited-quantity promotions and limitedtime promotions lead to share,and differences in the impact of the two types of promotional information,further enriches the scarcity promotion theroy.Thirdly,this article explores the application of product types under different promotions from the interaction between different product types and promotions,and deepens the understanding of the boundaries of scarcity promotions.Lastly,based on the theory of social capital,this study explores the mechanism of sharing behaviors under scarcity promotion,expands the application of the theory in consumer behavior.The research also provides a reference for the application of scarce promotions in social media.