This study explored the advertising message effect in terms of interaction between price discount rate and scarcity message. And it additionally analyzed the impacts of anxiety and situational involvement in COVID-19 era.
The purpose of this study is as follows.
First, through literature research, the research on the concept and characteristics of price discount rates and scarcity messages is organized, and existing studies on perceived value and impulse purchase intention are comprehensively reviewed and provided.
Second, by verifying the effect of the interaction effect of price discount rate and scarcity message on impulse purchase intention, we will examine how this effect varies depending on the degree of COVID-19 situational involvement between this relationship.
Third, it is intended to verify the mediating effect of perceived value between the effect of the interaction effect of the price discount rate and the scarcity message on the impulse purchase intention.
As a result of this study, statistically significant interaction between the price discount rate and scarcity messages was found and the moderating effect of situational involvement was also found on attitudes toward advertising and unplanned purchase intentions in the COVID-19 era. Specifically, when the level of situational involvement was high, the participants of high price discount rate and presentation of scarcity message showed favorable advertising effect on attitude toward advertising and unplanned purchase intention, and vice versa.
The results revealed that anxiety mediates interaction effect between a price discount rate and a scarcity message, and that mediating effect of anxiety was controlled according to the level of situational involvement.
This study tried to offer an opportunity to seek advertising execution strategies in an environment where anxiety is widespread and to provide useful practical guidelines for advertising marketing strategies.