农村公共品供给困境与投入体制改革——基于安徽省部分地区的调查

目前,农村公共品严重匮乏,农村基础设施落后,教育和社会保障满足不了广大农民的需求,农业生产技术和农业发展资金也严重缺乏。而现行的投入体制却解决不了农村公共品匮乏问题,因而必须改革农村公共品投入体制。     

The Perfect Fit: The Moderating Role of Selling Cues on Hedonic and Utilitarian Product Types

With the need among retailers to create effective promotional campaigns, scarcity, and popularity cues are increasingly used. Drawing from regulatory focus and popularity versus scarcity cues literature, this research explores the impact of popularity versus scarcity cues and product types on consumer perceptions of risk, product uniqueness, and purchase intentions. Results from three studies provide primary insights: (1) A utilitarian product aligns with prevention goals and hence the popularity cue will enhance consumers’ purchase intentions, and (2) a hedonic product aligns with promotion goals and hence the scarcity cue will enhance consumers’ purchase intentions. Further, we theorize that perceived risk and perceived product uniqueness will act as psychological mechanisms. We discuss theoretical contributions and strategic insights for retailers and marketers that the findings indicate.     

“I got it FIRST”: Antecedents of competitive consumption of a new product

When a new product of a well-known brand is released, consumers wait in line as early as possible to increase their chances of purchasing the product. This research investigated the two-stage competitive arousal model of a new product purchase competition. Results of a structural equation modeling with a multi-group analysis approach showed that competitive arousal was a central psychological state stimulated by product uniqueness, scarcity, popularity, need for uniqueness, and self-enhancement value, influencing the intention to queue in line. Practical insights in targeting the right consumers and promoting a new product to draw optimal attention from consumers were further discussed.     

Cosmetics makers have always sold ‘hope in a jar’! Understanding the cosmetics purchase intention in the Chinese mobile commerce environment

Using the S-O-R model, we investigate the impact of situational factors (interpersonal influence, visual appeal, and portability) on hedonic and utilitarian web browsing and expand the theory by exploring the moderating roles of scarcity and serendipity. Data were collected from 988 participants via an online survey. Structural equation modeling was performed using AMOS 23. The results show that the situational factors positively influence hedonic and utilitarian web browsing. Scarcity and serendipity have a significant moderating role in the relationship between hedonic web browsing, utilitarian web browsing, and cosmetics m-commerce purchase intention. This study hopes to provide a deeper understanding of consumer behavior and attitudes in the cosmetics market in the m-commerce context.     

My deal expires soon: Can time restriction and exclusivity induce clickthrough in hospitality promotional offers?

The high penetration level of information and communication technology presents challenges for hospitality marketers in designing a promotional offer that stands out from the plethora of social media posts and mobile text messages received by potential customers. Without users’ clickthrough on the posts or hyperlinks, purchases will not occur. This study explored time restriction as a determinant and offer exclusivity as a moderator of clickthrough. Drawing from a scenario-based experiment, the results showed that a time-restricted offer, but not an exclusive offer, induced clickthrough intention through positive offer evaluation. A convergent result was revealed in the field experiment that examined actual clickthrough. Moreover, the time restriction effect was contingent on offer exclusivity. Their dynamics add knowledge to the advertising and hospitality marketing literature. It is recommended that hospitality marketers impose time restrictions to increase clickthrough rate and it is not advisable to incorporate exclusivity messages in their promotional offers.     

Panic buying in the COVID-19 pandemic: A multi-country examination

The global crisis of COVID-19 pandemic has ravaged the world economy and healthcare, igniting much fear, panic, and uncertainty among billions of people. As lockdowns being implemented in many places, panic buying has emerged as a reliable feature of the Coronavirus outbreak. Therefore, it is of urgent needs to examine consumers' panic buying behaviors during COVID-19 to gain a better understanding of the phenomenon and to provide managerial insights for policy-makers and marketers alike. In this study, under the theoretical guidelines of the Stimuli-Organism-Response model and the Competitive Arousal model, we investigate how in the panic situation created by the pandemic, external stimuli such as Limited Quantity Scarcity (LQS) and Limited Time Scarcity (LTS) affect the emotional arousal among people, which in turn influences consumers’ impulsive and obsessive buying behaviors. This study is conducted in a multi-country setting including the U.S., China, India, and Pakistan. Online surveys were conducted during the peak time of pandemic. Our findings show that LQS and LTS significantly increase perceived arousal in consumers, which further leads to more impulsive and obsessive buying. In addition, our results also reveal that excessive social media use intensifies the relationship between scarcity messages and perceived arousal whereas the urge to buy impulsively moderates the relationship between perceived arousal and behavioral outcomes in all selected countries except for India. Theoretical and managerial implications are discussed in details.     

An examination of the role of booking lead time in consumers’ reactions to online scarcity messages

Scarcity messaging is frequently employed by travel marketers to drive consumer conversion rate in the online sales environment. This study examines the effects of two types of scarcity messages, unit and option scarcity, on consumer booking intentions and explores the role of booking lead time on the scarcity messaging-booking intentions relationship in the context of the purchase of hotel accommodation. Findings suggest that when booking lead-time is long, unit scarcity messages will be more effective than option scarcity messages in influencing booking intentions as they are perceived as more credible, and induce higher perceptions of a sellout risk. When booking lead-time is short, consumers perceive no differences in the credibility of unit and option scarcity messages: both are equally effective in driving booking intentions. This research provides marketers with guidance on how and when to leverage scarcity appeals to drive consumer conversion rate.     

‘Should I Buy,Hoard, or Hide?’- Consumers’ responses to perceived scarcity

Scarce shopping situations often seem to have a greater value for consumers and trigger extreme behaviors. This study examines the effects of scarcity that is strategically created by the marketer in influencing consumer behavior. Drawing from reactance theory, it is suggested that, when scarcity is perceived to be strategically created by the retailer, consumers tend to exhibit deviant and competitive behaviors. The mediating role of emotions like anticipated regret is also examined. Further, the role of human traits like competitiveness and hedonic motivations in moderating the relationships between perceived scarcity and behaviors is also examined. The results of the study suggest that, under the conditions of perceived scarcity, consumers tend to exhibit behaviors like in-store hoarding, and in-store hiding, due in part to the increased urgency to buy. Also, the findings suggest a pertinent role of emotions and human traits in influencing the decision making under the condition of strategically-created scarcity.     

The density–satisfaction relationship revisited: The role of scarcity and consumers affective reactions in a crowded retail situation

This article examines how individuals react in crowded utilitarian settings and investigates the specific role of scarcity in the density–dissatisfaction relationship. This paper also highlights the mediating role of affective states (i.e. positive and negative) in determining consumers' satisfaction or dissatisfaction in these contexts. The results suggest that the scarcity of the situation can reduce the extent to which consumers perceive negative experiences in a dense retail situation. In addition, it supports the critical role played by affective states in mediating the relationship between density perceptions and negative reactions. The article provides potential explanations and managerial insights on how managers can deal with crowding in diverse retail and services situations.     

稀缺性本质问题探讨

资源稀缺性是西方经济学分析逻辑框架的假设前提或起点。稀缺性在现实市场经济中表现为价格,是人们进行价格管理的基本原则。国内关于稀缺性在我国社会主义市场经济实践中的应用性研究也反映了其极端重要性,但需要深化对其本质的认识才能把握其规律性。从马克思主义政治经济学的分析范式来看,稀缺性不仅仅限于经验意义上的现象分析,其本质蕴含于商品经济的基本矛盾和资本关系之中,只有从这种本质出发,才能洞悉现代市场经济条件下以稀缺性为原则形成价格实践的内在机理,从而深化我们对现代市场经济条件下的价格运动规律的把握,并推动马克思主义政治经济学在对实践科学认识上的发展和创新。