Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version

Hsiu-Ju Chen · Tzu-Hui Sun

58 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Market Behavior and Pricing Consumer Behavior and Marketing Influence Digital Games and Media

Abstract

Purpose – Different from general goods, games are intangible. Games of limited-amount version are much more expensive. However, the value of games cannot be actually validated, while buyers purchase the intangible goods. This study, therefore, aims to empirically clarify the impact of product scarcity and uniqueness in buyers' purchase of games of limited-amount version. Design/methodology/approach – Based on literature review, the survey method was conducted. Data of 204 respondents who recently bought games of limited-amount version were gathered and analyzed with partial least square. Findings – The results showed that perceived quality and perceived uniqueness, significantly increased by product scarcity, was shown of significant positive impact on perceived value which significantly enhanced purchase intention. Research limitations/implications – The results indicated the importance of high quality and the reflection of uniqueness in buyers' purchase of games of limited-amount version. The results also validated the effect of scarcity on intangible goods. Practically, the results facilitated strategic operation and marketing of game producers and suppliers in designing and marketing game software. The results also facilitated further theoretical development of goods scarcity. Originality/value – Nowadays, product scarcity has been an important operation and marketing strategy to enterprises. Games are an industry of growing importance. However, the impact of scarcity in buyers' purchase of games of limited-amount version was still limited. The results validated the importance of scarcity and perceived uniqueness in intangible game goods purchase behavior. The validation of this study can provide references for strategic operation and marketing of the game industry.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2009\nThe use of partial least squares path modeling in international marketing 2001Consumer perceived value: The development of a multiple item scale 2000Structural Equation Modeling and Regression: Guidelines for Research Practice 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations

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