Under Interruptive Effects of Rarity and Mental Accounting, Whether the Online Purchase Intention Can Still Be Enhanced Even with Higher Search Costs and Perceived Risk

Shu-Yi Liaw and Thi Mai Le

International Journal of Business and Management, 2017, vol. 12, issue 8, 160

Abstract: The purpose of this study was to explore the impact of search costs and perceived risk to online buying intention under the moderators of rarity and mental accounting in marketing practices. In this study, four types of online products food, toys, travelling and clothing were divided into pre-test and post-test to observe the rarity and mental accounting conditions. To investigate this study a survey was conducted with a sample size of 473 college students. The results found that (1) without moderators, search costs and perceived risk had no significant effects on purchase intention but had a positive significant effect on purchase intention under the interruptive effects of rarity and mental accounting. (2) In rarity moderator, online customers are more sensitive to limited time than limited quantity. (3) In mental accounting interruption, pay less and get more had significant moderating effects. (4) Limited time and get more had the highest contribution to an improvement in purchase intention. Contributions of this study provide to relevant businesses or network operators considerations of rarity and mental accounting in online promotion strategy implementation.

Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijbm/article/download/69006/37818 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijbm/article/view/69006 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijbmjn:v:12:y:2017:i:8:p:160

Access Statistics for this article

More articles in International Journal of Business and Management from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().