The Effects of Social Popularity and Deal Scarcity at Different Stages of Online Shopping

摘要: The positive effects of social popularity (i.e., information based on other consumers’ behaviors) and deal scarcity provided by product vendors) consumption behaviors are well recognized. However, few studies have investigated their potential joint interaction how such may differ at different timing a shopping process. This study examines the individual as change goals become more concrete. results laboratory experiment show that in initial stage when consumers do not specific goals, weaken each other’s effects; whereas later constructed concrete these two cues reinforce effects. Implications theory practice discussed.