The influence of perceived availability and scarcity justification on seller trust and purchase intention: a quantitative research
This master thesis aims to give insight in the effect of perceived availability and scarcity justification on intuitive seller trust and purchase intention. This objective leads to the following research questions: What is the effect of perceived availability and scarcity justification on intuitive seller trust and purchase intention? This research question can be answered with an experiment, which is tested through a survey. In this survey, the variable scarcity (demand scarcity and supply scarcity) and scarcity justification (scarcity justified and scarcity not justified) are manipulated in a 2x2 design. After the collection of data, a Chi-Square manipulation check showed significance for the variables scarcity and scarcity justification. As well, all measurement scales of the variables for each of the scenarios had Cronbach Alpha’s that were high enough in order to confirm reliability. To test the hypotheses, several regression analyses have been conducted in SPSS. The results of the regression analyses only show significance for the hypothesis that intuitive seller trust predicts purchase intention. Scenarios where scarcity justification is involved showed that intuitive seller trust predicts purchase intention more than scenarios where scarcity justification is not involved. All other hypotheses are rejected due to insignificance. New insights can be given to organizations that have a web shop in which they use scarcity. It is recommended to always justify scarcity, since that improves the perceived persuasiveness of the message. Positive consequences of a higher perceived persuasiveness are unknown in this research. The results do provide new knowledge to the literature in terms of that perceived availability and scarcity justification do not predict intuitive seller trust and purchase intention. This research confirms prior research about the significant relationship between trust and purchase intention. It is recommended to conduct more research in the consequences of perceived scarcity and scarcity justification. As well, it is recommended to conduct more research in the antecedents of purchase intention and intuitive seller trust.
Faculteit der Managementwetenschappen