The Effects of Hunger Marketing In Scarcity Products

International Journal of Business Administration and Management Research

View Publication Info
 
 
Field Value
 
Title The Effects of Hunger Marketing In Scarcity Products
 
Creator Shih-Chiao, Chin
Shui-Lien, Chen
Miao-Jin, Lin
 
Description Hunger marketing is a marketing strategy where goods suppliers deliberately limit product supply to achieve excess demand. This research paper primarily investigated the varying impacts of Jordon shoes (tangible goods) and travelling to the Maldives (intangible goods) on the variables of the various dimensions of hunger marketing. This researchalso focused on the relationships between hunger marketing; knowledge exchange motivation, opportunities, and ability; involvement; epistemic value; purchase intention; WOM; and the interference caused by Jordon shoes, travelling to the Maldives, and financial status. This research adopted structural equation modelling (SEM) to construct the research framework. The researchers collaborated with a survey company to distribute the questionnaires, of which 975 were recovered. The analytical methods were employed to verify the collected data such as factor loading, t-value, AVE, Cronbach's (alfa) being consistent with the hypotheses set by the aims of this research. The results showed could provide academic value in hunger marketing related researches.
 
Publisher Research Plus Journals
 
Date 2017-09-28
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
text
 
Format application/pdf
application/pdf
 
Identifier http://researchplusjournals.com/index.php/IJBAMR/article/view/320
10.24178/ijbamr.2017.3.3.20
 
Source International Journal of Business Administration and Management Research; Vol 3 No 3 (2017): International Journal of Business Administration and Management Research; 20-23
2412-4346
 
Language eng
 
Relation http://researchplusjournals.com/index.php/IJBAMR/article/view/320/599
http://researchplusjournals.com/index.php/IJBAMR/article/view/320/600
 
Coverage United Arab Emirates
 
Rights Copyright (c) 2017 Shih-Chiao Chin, Shui-Lien Chen, Miao-Jin Lin
http://creativecommons.org/licenses/by-sa/4.0
 

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