Consumers' attitudes towards scarcity messages and the perception of transparency: An experimental research

The purpose of this study is to examine whether consumers' perceptions towards deals with scarcity messages and the information in these deals and their purchase intentions differ depending on the message specificity and the type of the scarcity message. With this purpose, it is examined whether the purchase intention, perceived scarcity of the deal, perceived popularity of the deal, credibility and transparency of the deal information, perceived price uncertainty, and perception towards the deal differ if the supply and time scarcity message types are designed as specific and nonspecific. For the purpose of the research, an experimental design was designed as between subject design level, depending on the scarcity message type and message specificity, each of which has two sub-levels. Based on the experimental design of the research, five surveys were prepared and a total of 1078 valid data were collected. The obtained data were analyzed with SPSS program. One-way analysis of variance (ANOVA) was used to analyze the data. According to the results of the analysis, statistically significant differences were found between the groups in terms of perception towards the deal and deal information in the comparisons made between the control group and the experiment groups. In terms of purchase intention, significant differences were found between the experiment groups and the control group, except for the comparison with nonspecific time scarcity. In the comparisons made between the experiment groups, various differences were determined in terms of perception of the deal and deal information and purchase intention. In addition, in terms of research variables, it was determined that there were various differences in the comparisons between the experiment groups and the control group.