Being Informed or Getting the Product? : How the Coexistence of Scarcity Cues and Online Consumer Reviews Affects Online Purchase Decisions

ABSTRACT: Scarcity cues, which are increasingly implemented on e-commerce platforms, are known to impair cognitive processes and influence consumers’ decision-making by increasing perceived product value and purchase intention. Another feature present on e-commerce platforms are online consumer reviews (OCRs) which have become one of the most important information sources on e-commerce platforms in the last two decades. Nevertheless, little is known about how the presence of scarcity cues affects consumers’ processing of textual review information. Consequently, it is unclear whether OCRs can counteract the effects of scarcity or whether OCRs are neglected due to scarcity cues. To address this gap, this study examines the effects of limited-quantity scarcity cues on online purchase decisions when pa

SUBMITTER: Wrabel A 

PROVIDER: S-EPMC9438392 | biostudies-literature | 2022 Jan

REPOSITORIES: biostudies-literature