Effects of the Perceived Scarcity Promotions on Consumer Impulse Buying Behavior in Online Shopping of Fashion Products

Date

6-2024

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Johann Lorenzo A. Punzalan

Committee Member

Emmanuel Genesis T. Andal, Gideon P. Carnaje, Maria Angeles O. Catelo

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

This study explores the effects of perceived scarcity promotions on impulse buying behavior among Filipino consumers in the online shopping of fashion products. The rise of e-commerce platforms like Shopee and Lazada has revolutionized the shopping experience which frequently employs scarcity promotion. Scarcity promotions create a perception of limited availability or time prompting consumers to make impulsive purchasing decisions. Fashion products are particularly susceptible to these promotional tools which are leveraged due to the influences of the fast-paced trends. In this regard, consumers have brought a sense of immediacy influenced by their perceived value of the promotions that prove the effectiveness of these marketing tools. Thus, to further understand how consumers' impulse behavior is influenced by their perception of scarcity promotion, impulse buying tendency and spending patterns were examined. The study adopted the measurement scale of Badgaiyan et al. (2016) to quantify the impulse buying tendency across 199 undergraduate students of the UPLB. In determining the effects of the perceived scarcity promotions and impulse buying behavior and eliminating possible selection biases, a Heckman and 2SLS analysis was conducted. The findings of this study underscore the influence of monthly income, number of multiple shopping applications installed, perception of limited-time promotions, and reception of electronic word-of-mouth on the impulsive tendency level of consumers. Furthermore, the study has identified a significant positive relationship between the predicted impulse buying tendency and consumer spending on fashion products. However, given the results in eliminating the sample selection bias, addressing the endogeneity with 2SLS cannot fully establish the relationship between scarcity promotions and impulse buying behavior thus, Heckman Selection model was recommended.

Language

English

LC Subject

Teleshopping, Scarcity

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2024 E2 P86

Document Type

Thesis

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