Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 8 April 2014
Abstract
Purpose
Different from general goods, games are intangible. Games of limited-amount version are much more expensive. However, the value of games cannot be actually validated, while buyers purchase the intangible goods. This study, therefore, aims to empirically clarify the impact of product scarcity and uniqueness in buyers' purchase of games of limited-amount version.
Design/methodology/approach
Based on literature review, the survey method was conducted. Data of 204 respondents who recently bought games of limited-amount version were gathered and analyzed with partial least square.
Findings
The results showed that perceived quality and perceived uniqueness, significantly increased by product scarcity, was shown of significant positive impact on perceived value which significantly enhanced purchase intention.
Research limitations/implications
The results indicated the importance of high quality and the reflection of uniqueness in buyers' purchase of games of limited-amount version. The results also validated the effect of scarcity on intangible goods. Practically, the results facilitated strategic operation and marketing of game producers and suppliers in designing and marketing game software. The results also facilitated further theoretical development of goods scarcity.
Originality/value
Nowadays, product scarcity has been an important operation and marketing strategy to enterprises. Games are an industry of growing importance. However, the impact of scarcity in buyers' purchase of games of limited-amount version was still limited. The results validated the importance of scarcity and perceived uniqueness in intangible game goods purchase behavior. The validation of this study can provide references for strategic operation and marketing of the game industry.
Keywords
Citation
Chen, H.-J. and Sun, T.-H. (2014), "Clarifying the impact of product scarcity and perceived uniqueness in buyers' purchase behavior of games of limited-amount version", Asia Pacific Journal of Marketing and Logistics, Vol. 26 No. 2, pp. 232-249. https://doi.org/10.1108/APJML-07-2013-0084
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited