earticle

영어

This study aims to investigate the effect of promotion benefit level on consumers’ patronage intention in limited-quantity promotion (LQP) by considering the mediating influence of perceived availability. A mathematical model is built and an experiment is conducted to demonstrate that the effect of promotion benefit level on patronage intention is reversed U-shaped in LQP. When promotion benefit level is low, patronage intention increases as promotion benefit level increases, whereas when promotion benefit level is high, patronage intention would decrease as promotion benefit level increases. The mediating influence of perceived availability between promotion benefit level and patronage intention explains this phenomenon. Empirical results show that perceived availability is negatively related with promotion benefit level and patronage intention is positively related with perceived availability. Those results can be used by retailers to determine the most appropriate benefit level in LQP.