초록 열기/닫기 버튼
The purpose of this study is to investigate the effect of Scarcity message of coffee shop on purchase intention. A questionnaire survey was conducted on 242 customers who have visited coffee shops. The results of this study are as follows: First, Limited-edition message has high significant on purchase intention. Second, Time pressure message has a significant effect on purchase intention. Third, There was no difference in the effect of scarcity message on purchase intention according to the purchase of MD products in coffee shop. In the case of MD product purchasers and non-purchasers, the limited edition message did not have a significant effect on purchase intention. Only time limited messages have a significant effect on purchase intention. It was found that the time-limited message had a higher effect on the purchase intention than the buyer who did not purchase MD products. The theoretical and managerial implications of these results were examined.
